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International Marketing has been written to enable both managers and scholars to meet the international challenges they face on a daily basis. It provides the solid foundation required to understand the intricacies and challenges of marketing on a global scale.
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Onkvisit and Shaw’s comprehensive and scholarly references provide substance and offer a solid conceptual and empirical framework to the book. With an in-depth treatment of the marketing mix serving as the core of the book, this textbook is truly unique, presenting a rounded view of the topic. This fully updated, new edition also includes:
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- New chapters on social media and internet marketing
- A broad range of mini case studies and vignettes focusing on the ethical, legal and cultural dimensions of international marketing
- A compelling combination of theory and practice
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This well-written, comprehensive book will serve students well on courses in international marketing, marketing management and international business.
- Published on: 2012-08-01
- Original language: English
- Number of items: 1
- Dimensions: .0" h x .0" w x .0" l, .0 pounds
- Binding: Paperback
- 688 pages
About the Author
Sak Onkvisit is a Professor of Marketing at San Jose University, California, USA. He has authored several books and has published in leading journals. An internationally known scholar, he has taught in several countries and has served as a Fulbright Senior Scholar and a Fulbright Senior Specialist.
John J. Shaw is Professor of Marketing and Director of the MBA Programme at Providence College, USA. His teaching and research interests include marketing management, international marketing, and consumer behaviour. He has co-authored over 80 papers in journals and conferences, as well as three books.
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