| Introduction |
International Marketing 2/e offers a truly global treatment of this exciting area of marketing - providing students with all the resources they need to grasp the complexities and issues when marketing across borders. Totally updated since its previous edition, the book now features more streamlined chapters, new chapters, totally new cases and a brand new text design, making it one of the most compelling and exciting books available. |
| About the book |
International Marketing 2/e offers a truly global treatment of this exciting area of marketing - providing students with all the resources they need to grasp the complexities and issues when marketing across borders. Totally updated since its previous edition, the book now features more streamlined chapters, new chapters, totally new cases and a brand new text design, making it one of the most compelling and exciting books available. |
| Key features |
2/e includes a brand new chapter on Ethics and international marketing which covers social responsibility, fair trade and anti-globalization. By including a full chapter on ethics rather than just including examples in the text, the book really debates the complexities of ethics and marketing and encourages students to take ethics on board as a part of marketing, rather than a side issue To reflect developments in the field the book includes the most contemporary topics and ideas, including new coverage of: relationship marketing, e-marketing, branding, promotion, segmentation and consumer behaviour.
A comprehensive case study section including 23 new and updated cases is contained at the back of the book, covering the most contemporary issues and companies.
70% of boxes have been replaced with new and up-to-date examples of marketing around the globe.
The book contains a wide selection of four-colour maps for easy and quick reference, including world map, population map, trade routes map, EU members and more.
The 2/e boasts a brand new 4 colour text design, making full use of colour images, diagrams, tables and charts, with clearly presented chapter assessment material and excellent use of topic breakdowns.
Each chapter has learning objectives, topic overviews, key term definitions, boxed examples, mini-cases, review questions, references and up-to-date further reading suggestions. All of this material has been significantly updated since the previous edition to ensure it is fresh and relevant.
This section reflects the most recent information about EU members and has been completely updated to focus on EU versus NAFTA and ASEAN issues.
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| About the author |
| Table of contents |
PART I : An Overview CHAPTER 1 The Scope and Challenge of International Marketing CHAPTER 2 The Dynamics of International Business PART II: The Impact of Culture on International Marketing CHAPTER 3 Geography and History: The Foundations of Cultural Understanding CHAPTER 4 Cultural Dynamics in International Marketing CHAPTER 5 Business Customs and Practices in International Marketing CHAPTER 6 The International Political and Legal Environment PART III: Assessing International Market Opportunities CHAPTER 7 Researching International Markets CHAPTER 8 Emerging Markets and Market Behaviour CHAPTER 9 Multinational Market Regions and Market Groups PART IV Developing International Marketing Strategies CHAPTER 10 International Marketing Strategies CHAPTER 11 International Market Entry Strategies CHAPTER 12 Exporting, Managing and Logistics CHAPTER 13 Developing Consumer Products for International Markets CHAPTER 14 Marketing Industrial Products and Business Services CHAPTER 15 The International Distribution System CHAPTER 16 International Advertising and Promotion CHAPTER 17 Personal Selling and Negotiations CHAPTER 18 Pricing for International Markets PART V Ethical, Financial and Organisational Issues in International Marketing CHAPTER 19 Ethics and Social Responsibility in International Marketing CHAPTER 20 Financing and Managing International Marketing Operations |



