International Marketing - Daniel W. Baack

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International Marketing

By: Daniel W. Baack, Barbara Czarnecka, Donald E. Baack

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Hardcover | 4 January 2018 | Edition Number 2

At a Glance

Hardcover
672 Pages

Edition Type
Revised

Dimensions(cm)
26.67 x 20.32 x 3.18

Hardcover

RRP $466.00

$380.99

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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.

Industry Reviews

This now updated and comprehensive textbook offers a truly global approach to International Marketing and combines classic approaches to marketing (the 4Ps) with new developments in the field (S-DL, for example) alongside broader societal issues and impacts such as digitalization, sustainability, and trade wars and protectionism. A must read for all Marketing and Management students! -- Professor Constantine Katsikeas

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