International Marketing

International Marketing, 2nd edition, provides an integrated approach to marketing concepts within a global context, covering culture, language, political/legal systems, economic systems, and technological differences. It also includes new examples, case studies, and coverage of sustainability and bottom-of-the-pyramid issues.

Format: Paperback / softback
Length: 672 pages
Publication date: 04 December 2018
Publisher: SAGE Publications Inc

International Marketing, now in its second edition, remains a cornerstone of comprehensive marketing education, offering an unparalleled integrated approach that delves deep into marketing concepts within a truly global framework. Authored by esteemed experts, this text explores five critical factors that shape international marketing ventures: culture, language, political/legal systems, economic systems, and technological differences. These factors intertwine with the core marketing principles of markets, products, pricing, distribution (place), and promotion, providing a comprehensive understanding of the complex dynamics at play.

In addition to its core content, International Marketing addresses sustainability and bottom-of-the-pyramid challenges with rich illustrations and real-world examples from multinational corporations and local enterprises alike. The second edition of this text takes a heightened global perspective, incorporating new examples, case studies, and the invaluable insights of a new co-author, Barbara Czarnecka. A brand-new chapter on Culture & Cross-Cultural Marketing explores the impact of political unrest, the resurgence of nationalism, and the challenges faced by developing countries. Furthermore, the book delves into the latest advancements in digital marketing and social media strategies, offering updated theory and methods such as Service Dominant Logic (S-DL), Consumer Culture Theory (CCT), and Netnography.

To enhance the learning experience, the second edition includes an extensive online resource package. This comprehensive package includes a test bank with 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. These resources are designed to support students and lecturers in their academic pursuits and provide a valuable supplement to the text.

In conclusion, International Marketing, in its second edition, continues to be a vital resource for marketing professionals, students, and educators alike. With its comprehensive coverage, global perspective, and rich online resources, it equips readers with the knowledge and skills needed to navigate the complexities of international marketing in today's interconnected world. Whether you are a seasoned marketer seeking to expand your horizons or a newcomer to the field, this book is an indispensable guide to achieving success in the global marketplace.

Weight: 1542g
Dimension: 199 x 266 x 32 (mm)
ISBN-13: 9781506389226
Edition number: 2 Revised edition