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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.

Item type: Book Section
ID code: 9529
Notes: Also published in: The Growing Business Handbook (2009), ISBN: 9780749455484, Kogan Page: London. This is a variant record V: 28286
Keywords: behavioural theory, international business, international marketing, economic theory, stages theory, random approach, networks, foreign market entry, standardisation, standardization, customisation, customization, market success, segmentation, staged approach, pricing, branding, distribution channel selection, promotion, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Depositing user: Strathprints Administrator
Date Deposited: 22 Jan 2010 10:24
Last modified: 11 Dec 2015 02:08
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