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Book Review: Mathematical Models in Marketing

the complexity of the subject of international marketing by providing a detailed integrative conceptual framework for global marketing. The economic factors of the international environment are discussed. Countries are classified into arbitrary per capita income categories. However, a statement of the economic characteristics of the various categories would have served the purpose more adequately. Social and cultural elements are presented in a chapter based on various theoretical and practical field studies. Yet the chapter is incomplete. Elements of culture, such as education, and their impact on marketing decisions are left untreated, and societal considerations are totally ignored. Regional market characteristics are discussed briefly but are not integrated with earlier material. In general, Part 1 of the book, excluding the introductory material, is incomplete. In addition, dated information, especially on the Middle East area, has led the author into erroneous conclusions regarding the relative standing of certain countries. The treatment of the political environment is inadequate, particularly with respect to the level of risk involved in investment decisions in certain parts of the world market. Part 2 is composed of two chapters dedicated to the process of acquiring and analyzing information. Various sources of information and major analytical tools are briefly presented. Although three detailed appendixes are annexed to the book, greater elaboration of information analysis still would have been desirable. Part 3, on the functional areas, is composed of five skillfully written chapters. Chapter 7 is devoted to product decisions, and basic concepts of product design and related strategies are discussed. Chapter 8 relates to pricing decisions; Chapter 9 is on channel decisions, channel structure, and strategy; and Chapter 10 is devoted to communication decisions and relates to topics such as international advertising and media selection. The discussion is supplemented by 123