International marketing /
Daniel W. Baack, Barbara Czarnecka & Donald Baack.
- Second edition.
- Thousand Oaks, CA : SAGE, c2019.
- 632 pages : illustrations ; 30 cm
Includes bibliographical references and index.
1 - Introduction to international marketing 2 - Culture in international marketing 3 - Global trade and integration 4 - Country selection and entry strategies 5 - International marketing planning, organizing, and control 6 - Markets and segmentation in an international context 7 - International positioning 8 - Market research in the international environment 9 - International product and brand marketing 10 - International product standardization and adaptation 11 - International pricing 12 - International finance and pricing implications 13 - International marketing channel management 14 - International distribution : exporting and retailing 15 - Globally integrated marketing communications 16 - International sales promotions and public relations
"Now in its second edition, International Marketing continues 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 venture – culture, language, political/legal systems, economic systems, and technological differences – in 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: more global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka; brand 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 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; additional videos supplementing the comprehensive online resource package for students and lecturers. A 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.-- Amazon.