International marketing

S.J. Paliwoda, Rosalie L. Tung (Editor)

Research output: Chapter in Book/Report/Conference proceedingChapter

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.
LanguageEnglish
Title of host publicationThe IEBM Handbook of International Business
Pages296-305
Number of pages9
Publication statusPublished - 1999

Publication series

NameIEBM Handbook Series
PublisherInternational Thomson Business Press

Fingerprint

Foreign market entry
Economic theory
International business
International marketing
Factors
Standardization
Customization
Stage theory
Behavioral theory

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

Cite this

Paliwoda, S. J., & Tung, R. L. (Ed.) (1999). International marketing. In The IEBM Handbook of International Business (pp. 296-305). (IEBM Handbook Series).
Paliwoda, S.J. ; Tung, Rosalie L. (Editor). / International marketing. The IEBM Handbook of International Business. 1999. pp. 296-305 (IEBM Handbook Series).
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Paliwoda, SJ & Tung, RL (ed.) 1999, International marketing. in The IEBM Handbook of International Business. IEBM Handbook Series, pp. 296-305.

International marketing. / Paliwoda, S.J.; Tung, Rosalie L. (Editor).

The IEBM Handbook of International Business. 1999. p. 296-305 (IEBM Handbook Series).

Research output: Chapter in Book/Report/Conference proceedingChapter

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Paliwoda SJ, Tung RL, (ed.). International marketing. In The IEBM Handbook of International Business. 1999. p. 296-305. (IEBM Handbook Series).