International Marketing discusses the core concepts of marketing in-depth in a global context. In this new edition the authors discuss marketing in a globalised world using an integrated approach, incorporating theory and real-world case studies. The book explores five key factors that impact marketing—culture, language, political/legal systems, economic systems, and technological differences alongside the core concepts of markets, products, pricing, distribution (place), and promotion. The book also tackles contemporary issues in the world of marketing. It takes examples from both multinational companies and smaller businesses to cover sustainability and bottom-of-pyramid issues. It will be an invaluable asset for students as well as professionals who want to understand the world of international marketing. Key Features: Brand new chapter on Culture and Cross-Cultural Marketing, including political unrest and the recent return to nationalism 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 More global focus through new examples and case studies
Daniel W. Baack is an Assistant Professor of Marketing at the University of Denver. His doctoral degree is in International Business and Marketing. His research has been published in leading marketing journals including the Journal of Advertising, Journal of Advertising Research, Journal of Business Research, European Journal of Marketing, International Business Review, and the Journal of Business Research. He has given over 40 presentations to both business professionals and academics in various domestic and global settings, including Canada, Mainland China, Italy, Mexico, Sweden, and Taiwan. He is the co-author of a series of online modules on business ethics and has published a chapter in the recent book A New Generation in International Strategic Management. Barbara Czarnecka, London South Bank University, UK Donald Baack holds the rank of University Professor of Management at Pittsburg State University, where he has taught since 1988. He previously held positions at Southwest Missouri State University, Missouri Southern State College, and Dana College. Baack received his Ph.D. from the University of Nebraska in 1987. His primary area of study was Organization and Management Theory. Professor Baack is a Consulting Editor for the Journal of Managerial Issues and has published in the journal. He has also published in Human Relations, Journal of High Technology Management Research, Journal of Ministry Marketing and Management, Journal of Management Inquiry, Journal of Customer Service in Marketing, Journal of Professional Services Marketing, Journal of Global Awareness, Journal of Business Ethics, Journal of Euromarketing, Journal of Nonprofit and Public Sector Marketing, and the Journal of Advertising Research. Dr. Baack has authored Organizational Behavior (Dame), International Business (Glencoe/McGraw-Hill), Integrated Advertising, Promotion, and Marketing Communications (Prentice Hall, with co-author Kenneth D. Clow), and Marketing Management and Cases in Marketing Management (SAGE, also with Kenneth D. Clow). Clow and Baack also wrote the Concise Encyclopedia of Advertising (Haworth). Baack and his son Daniel W. Baack recently prepared a series of 10 modules entitled "Ethics Across the Curriculum" for Pearson Custom Publishing. He also published three popular press books in the area of romance/self help.
