Marketing is a universal activity, regardless of the political, social, or economic systems of a particular country.
However, this doesn’t mean that consumers in different parts of the world should be satisfied in the same way.
This fourth edition of International Marketing has been written to enable managers and scholars to meet the
international challenges they face every day, and it provides the solid foundation required to understand the complexities
of marketing on a global scale.
The book has been fully updated with topical case studies, examples of contemporary marketing campaigns,
the most relevant discussion topics as well as the most up-to-date theories, references, and research findings. It
is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view
of the topic rather than an anecdotal or descriptive one alone.
The book includes chapters on:
trade distortions and marketing barriers
foreign market entry strategies
product and branding strategies
promotion and pricing strategies
currencies and foreign exchange