Descripciones mejoradas de Syndetics:

Social, economic, political, business, and cultural environmental factors affect the international marketing operation and performance of international firms. This highly insightful volume focuses on four of the most significant forces with which companies must deal on an international level--macro international marketing issues, sociopolitical international marketing issues, international marketing strategies, and special international marketing topics. Within this framework, experts examine the impact of two major environmental factors, namely the social and political conditions, on international companies to adopt corresponding marketing techniques and practices in different international markets. They also explore how specific details of a country, such as income level, cultural attributes, consumer characteristics, laws, and politics, influence the market potential of international firms and thus the scale of the company operations. Indispensable reading for scholars, economists, and business people who are interested in marketing on a global scale.

Reseñas proporcionadas por Syndetics

CHOICE Review

There is little argument that the world is becoming one homogeneous marketplace for consumer products. Consequently it is only natural for the literature to become saturated with globally oriented books and articles on marketing. Most of these publications usually touch lightly on a wide range of major international topics. However, Kaynak has assembled a collection of in-depth articles on specific international marketing situations. The reader is taken on an adventure that stretches from overcoming barriers in the Asia Pacific, to sociocultural development in Holland and the political element and marketing in Grenada. Of particular interest to this reader was an article titled "Perception of Husband and Wife in Family Decision Making in an Oriental Culture: A Multidimensional Scaling Approach." The articles abound with many quality international marketing references. Most appropriate for graduate or comprehensive marketing collections.-D. C. Kimball, Western New England College