International Marketing - Grand Format

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 2nd 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 15-DLI, Consumer Culture Theory ICCTI, and Netnography ; Additional videos supplementing the comprehensive online resource package for students and lecturers : htfps : //studysagepub.com/baack2e.