International Marketing
Strategy and Theory

Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way. This book helps to understand the complexities of marketing on a global scale.

Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisfied in the same way. The fifth edition of "International Marketing" has been written to enable managers and scholars to meet the international challenges they face every day. It provides the solid foundation required to understand the complexities of marketing on a global scale. Fully updated, this book includes topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics and up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than solely an anecdotal or descriptive. This book features a companion website that provides additional material for lecturers and students alike.

1. Nature of International Marketing: Challenges and Opportunities
2. Trade Theories and Economic Cooperation
3. Trade Distortions and Marketing Barriers
4. Political Environment
5. Legal Environment
6. Culture
7. Consumer Behavior in the International Context: Psychological and Social Dimensions
8. Marketing Research and Information System
9. Foreign Market Entry Strategies
10. Product Strategies:
Basic Decisions and Product Planning
11. Product Strategies: Branding and Packaging Decisions
12. Channels of Distribution
13. Physical Distribution and Documentation
14. Promotion Strategies:
Personal Selling, Publicity, and Sales Promotion
15. Promotion Strategies:
Advertising
16. Pricing Strategies:
Basic Decisions
17. Pricing Strategies: Countertrade and Terms of Sale/Payment
18. Financial Strategies: Financing and Currencies