This book covers the growing subject area of marketing in a global
context, with particular application to SA business people wanting
to break into international markets, or dealing with the import of
products into South Africa. International markets differ from
domestic markets in scale and complexity and marketers must master
complex socio-cultural, legal, economic, political, physical and
technological environments in vastly different countries. They must
have the right information at hand to make decisions and the right
organisational processes in place to surmount challenges and
capitalise on opportunities, in growing and stagnating foreign
market-places. International marketing provides you with a
knowledge advantage in international markets, combining
foundational international marketing theory with practical
experience. While the theory for the subject is fairly generic, the
application in South Africa and Africa is shaped by trade
agreements and legislation which are specific to the southern
African region, hence the need for a South African-based book.
General
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