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

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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.

  • 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
    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:18 Jan 2023 12:09
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/9529
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