International Marketing

Exploring the inter-relatedness of the key components that impact any international marketing venture – markets, the 4P's, culture, language, political, legal economic systems, and infrastructure -- this book nurtures an understanding of the synergies between international marketing and international business. This now updated and comprehensive textbook offers a truly global approach to International Marketing and combines classic approaches to marketing (the 4Ps) with new developments in the field (S-DL, for example) alongside broader societal issues and impacts such as digitalization, sustainability, and trade wars and protectionism. A must read for all Marketing and Management students!

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.

 

 

• | Author: Barbara Czarnecka, Donald E. Baack, Daniel W. Baack
• | Publisher: SAGE Publications Inc
• | Publication Date: Dec 04, 2018
• | Number of Pages:
• | Language:
• | Binding: Paperback / softback
• | ISBN-13: 9781506389226
• | ISBN-10: 1506389228