International Marketing

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