International Marketing: Analysis and Strategy, Third Edition
Автор:Sak Onkvisit, John J. Shaw Год: [не указано] Издание: [не указанo] Страниц: [не указано] ISBN: 0132724510 This excellent book offers a good balance between theory and practice while providing solid theoretical and conceptual foundations to the discipline of international marketing. The approach is analytical rather than merely descriptive, with an emphasis on the management perspective. International Marketing: Analysis and Strategy presents broad and deep coverage of international business topics. There are two chapters for each of the 4 Ps of marketing. There are also in depth discussions of topics such as marketing barriers, foreign exchange, physical distribution, documentation, bribery, counterfeiting, intellectual property, gray marketing, dumping, political risks, services, free-trade zones, countertrade, and more. The bookemploys a rigorous approach that cites real-world examples from U.S. government and international publications, as well as industry-specific publications in addition to leading business magazines and newspapers. It covers the latest...
