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Full Description
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.
Contents
PART I. Essentials of International Marketing
1. Introduction to International Marketing
2. Culture and Cross-Cultural Marketing
3. Global Trade and Integration
4. Country Selection and Entry Strategies
5. International Marketing Planning, Organization and Control
PART II. International Markets and Market Research
6. Markets and Segmentation in an International Context
7. International Positioning
8. Market Research in the International Environment
PART III. International Product Marketing
9. International Product and Brand Marketing
10. International Product Standardization and Adaptation
PART IV. International Pricing and Finance
11. International Pricing
12. International Finance and Pricing Implications
PART V. International Place or Distribution
13. International Marketing Channel Management
14. International Distribution: Exporting and Retailing
PART VI. International Promotion
15. Globally Integrated Marketing Communications
16. International Sales Promotions and Public Relations
