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International Marketing: Analysis and Strategy, Fourth edition

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International Marketing

Marketing is a universal activity, regardless of the political, social, or economic systems of a particular country.
However, this doesn’t mean that consumers in different parts of the world should be satisfied in the same way.
This fourth edition of International Marketing has been written to enable managers and scholars to meet the
international challenges they face every day, and it provides the solid foundation required to understand the complexities of marketing on a global scale.
The book has been fully updated with topical case studies, examples of contemporary marketing campaigns,
the most relevant discussion topics as well as the most up-to-date theories, references, and research findings. It
is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view
of the topic rather than an anecdotal or descriptive one alone.
The book includes chapters on:
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trade distortions and marketing barriers
culture
consumer behavior
marketing research
foreign market entry strategies
product and branding strategies
promotion and pricing strategies
currencies and foreign exchange

Accessibly written and designed, this is the most international book on marketing available which can be used by
undergraduates and postgraduates the world over. As one of the most successful textbooks in its field, the book
has been adopted in the USA, Europe, Asia, Australia, and elsewhere, at the undergraduate, MBA, and Ph.D.
levels. A companion website provides additional material for lecturers and students alike.
Sak Onkvisit is Professor of Marketing at San José State University, USA.
John Shaw is Professor of Marketing at Providence College, USA.

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International
Marketing
Analysis and strategy
Fourth edition
Sak Onkvisit and John J. Shaw

First edition published by Charles Merrill in 1989
Second edition published by Macmillan in 1993
Third edition published by Prentice-Hall in 1997
Fourth edition 2004
Simultaneously published in the UK, USA and Canada
by Routledge
29 West 35th Street, New York, NY 10001
and by Routledge
11 New Fetter Lane, London EC4P 4EE

This edition published in the Taylor & Francis e-Library, 2007.
“To purchase your own copy of this or any of Taylor & Francis or Routledge’s
co...