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International Marketing (Paperback, 2nd Revised edition)
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International Marketing (Paperback, 2nd Revised edition)
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Now in its second edition, International Marketing continues to
provide its trademark integrated approach that explores marketing
concepts in depth within a truly international context. The authors
discuss five key factors that impact any international marketing
venture - culture, language, political/legal systems, economic
systems, and technological differences - in relation to the core
marketing concepts of markets, products, pricing, distribution
(place), and promotion. The book also covers sustainability and
bottom-of-the-pyramid issues within each chapter with rich
illustrations and examples from both multinational companies and
smaller local concerns. New to the second edition: More global
focus through new examples, case studies and the experience brought
by new co-author, Barbara Czarnecka Brand new chapter on Culture
& Cross-Cultural Marketing, including political unrest and the
recent return to nationalism (e.g. Brexit and the Trump presidency)
and further coverage of developing countries New coverage of
digital advances and social media marketing Updated theory and
methods, including Service Dominant Logic (S-DL), Consumer Culture
Theory (CCT), and Netnography Additional videos supplementing the
comprehensive online resource package for students and lecturers A
wealth of online resources complement this book. These include a
test bank of 50-65 questions per chapter, PowerPoint slides, sample
syllabi, interactive maps, country fact sheets, flashcards, SAGE
journal articles, and guidelines for developing a marketing plan.
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