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.
| Original 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 |
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
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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).