Abstract
| Language | English |
|---|---|
| Title of host publication | The IEBM Handbook of International Business |
| Pages | 296-305 |
| Number of pages | 9 |
| Publication status | Published - 1999 |
Publication series
| Name | IEBM Handbook Series |
|---|---|
| Publisher | International Thomson Business Press |
Fingerprint
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
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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 proceeding › Chapter
TY - CHAP
T1 - International marketing
AU - Paliwoda, S.J.
A2 - Tung, Rosalie L.
N1 - 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
PY - 1999
Y1 - 1999
N2 - 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.
AB - 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.
KW - behavioural theory
KW - international business
KW - international marketing
KW - economic theory
KW - stages theory
KW - random approach
KW - networks
KW - foreign market entry
KW - standardisation
KW - standardization
KW - customisation
KW - customization
KW - market success
KW - segmentation
KW - staged approach
KW - pricing
KW - branding
KW - distribution channel selection
KW - promotion
UR - http://suprimo.lib.strath.ac.uk/primo_library/libweb/action/display.do?ct=display&doc=SUVOY556463&indx=1&frbg=&dum=true&vid=SUVU01&vl(54032236UI0)=lsr02&srt=rank&indx=1&vl(69186824UI1)=all_items&dstmp=1264153096428&tab=local&ct=search&scp.scps=scope%3A(SU
UR - http://strathprints.strath.ac.uk/28286/
M3 - Chapter
SN - 1861522169
T3 - IEBM Handbook Series
SP - 296
EP - 305
BT - The IEBM Handbook of International Business
ER -