International Marketing
Barbara Czarnecka author Donald E Baack author Daniel W Baack author
Format:Paperback
Publisher:SAGE Publications Inc
Published:4th Dec '18
Should be back in stock very soon
This paperback is available in another edition too:
- Hardback£157.00(9781506389219)
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.
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!
-- Professor Constantine Katsikeas
ISBN: 9781506389226
Dimensions: unknown
Weight: 1620g
672 pages
2nd Revised edition