International Marketing

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.

Autorentext

Daniel W. Baack is an Assistant Professor of Marketing at the University of Denver. His doctoral degree is in International Business and Marketing. His research has been published in leading marketing journals including the Journal of Advertising, Journal of Advertising Research, Journal of Business Research, European Journal of Marketing, International Business Review, and the Journal of Business Research. He has given over 40 presentations to both business professionals and academics in various domestic and global settings, including Canada, Mainland China, Italy, Mexico, Sweden, and Taiwan. He is the co-author of a series of online modules on business ethics and has published a chapter in the recent book A New Generation in International Strategic Management.

Inhalt

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