International marketing

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

Abstract

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.

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  Item type:	Book Section
  ID code:	9529
  Dates:	Date Event 1999 Published
  Notes:	Also published in: The Growing Business Handbook (2009), ISBN: 9780749455484, Kogan Page: London. http://strathprints.strath.ac.uk/28286/ This is a variant record V: 28286
  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 Nov 2024 14:34
  Related URLs:	Journal or Publication Strathprints record
  URI:	https://strathprints.strath.ac.uk/id/eprint/9529