International marketing

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

Research output: Chapter in Book/Report/Conference proceedingChapter


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 languageEnglish
Title of host publicationThe IEBM Handbook of International Business
Number of pages9
Publication statusPublished - 1999

Publication series

NameIEBM Handbook Series
PublisherInternational Thomson Business Press


  • 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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