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 com- plexities 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:  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. 1111 2 3 4 5 6 7 8 9 10111 1 2 3 411 5 6 7 8 9 20111 1 2 3 4 5 6 7 8 9 30 1 2 3 4 5 6 7 8 9 40 41 42 43 44 45111 Analysis and strategy Fourth edition Sak Onkvisit and John J. Shaw 11 11 2 3 4 5 6 7 8 9 10 11 1 1 2 3 41 5 6 7 8 9 20 11 1 1 2 3 4 5 6 7 8 9 30 1 2 3 4 International Marketing 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 Routledge is an imprint of the Taylor & Francis Group © 2004 Sak Onkvisit and John J. Shaw All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data Onkvisit, Sak. International marketing : analysis and strategy / by Sak Onkvisit and John J. Shaw. – 4th ed. p. cm. Includes bibliographical references and indexes. 1. Export marketing. 2. Export marketing – Management. I. Shaw, John J. II. Title. HF1416.O55 2004 658.8 ′ 4 – dc22 2003023746 ISBN 0–415–31132–2 (hbk) ISBN 0–415–31133–0 (pbk) 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 collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.” ISBN 0-203-93006-1 Master e-book ISBN