International Marketing

by Daniel W. Baack, Barbara Czarnecka, and Donald E. Baack

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Book cover for International Marketing

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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.

     

     

    • ISBN10 150638921X
    • ISBN13 9781506389219
    • Publish Date 4 December 2018 (first published 20 November 2018)
    • Publish Status Active
    • Publish Country US
    • Imprint SAGE Publications Inc