International Marketing uses an integrated framework of marketing and international business concepts, and discusses the five key factors that impact any international marketing venture - culture, language, political and legal systems, economic systems, and technological differences Â– in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion.
The book also covers the incorporation of sustainability and bottom-of-the-pyramid markets within each chapter, with content supported by case studies examples from both multinational companies and smaller local concerns.
International examples include Samsung, Costa Coffee, KitKat in Japan, Mobile Communications in Africa, India's ArcelorMitall Steel, Wind Turbines in Finland, Uniqlo, and Banana Republic.
New to the second edition:A more global focus through examples, case studies and the experience brought by new co-author Barbara Czarnecka Chapter on Â“Culture & Cross-Cultural Marketing, featuring political unrest, the Syrian refugee crisis, the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries. Chapter feature, Â“Practitioner Insight, which provides applied insights from industry insiders. Coverage of digital advances and social media. Updated theory and methods, including S-DL, CCT, and Netnography. Additional videos supplementing the comprehensive online resource package for students and lecturers.
The book is complemented by online resources for students and lecturers including PowerPoint slides, testbank, web quizzes, YouTube video links, interactive maps and access to SAGE journal articles.
Suitable reading for students of international marketing.