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International marketing

Paliwoda, S.J. (1999) International marketing. In: The IEBM Handbook of International Business. IEBM Handbook Series . International Thomson Business Press, pp. 296-305. ISBN 1861522169

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This chapter provides an overview of international marketing. It covers definitional issues concerning the nature of the subject; behavioural and economic theories including stages theories, the random approach and networks; modes of foreign market entry; standardisation and customisation. The chapter concludes with a discussion of the key factors necessary for success in International business.