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International Marketing

Daniel W. Baack · ISBN 9781506389226
International Marketing | Zookal Textbooks | Zookal Textbooks
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Publisher SAGE Publications Inc
Author(s) Daniel W. Baack
Edition 2
Published 4th December 2018
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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.



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