@inbook{e9ece087d36a4bb286b785c0680cb797,
title = "International marketing",
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.",
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",
author = "S.J. Paliwoda and Tung, {Rosalie L.}",
note = "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",
year = "1999",
language = "English",
isbn = "1861522169",
series = "IEBM Handbook Series",
publisher = "International Thomson Business Press",
pages = "296--305",
booktitle = "The IEBM Handbook of International Business",
}