International Marketing

Now in its second editionInternational Marketingcontinues 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 ventureculture language political/legal systems economic systems and technological differencesin 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:Moreglobal focusthrough new examples case studies and the experience brought by new co-author Barbara CzarneckaBrand 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 countriesNew coverage ofdigital advances and social media marketingUpdated theory and methods including Service Dominant Logic (S-DL) Consumer Culture Theory (CCT) and NetnographyAdditional videossupplementing the comprehensive online resource package for students and lecturersA 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.