International Marketing
Product ID: 350962766
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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. Review: In good condition - Thanks Review: Nice book for beginners - Had to read it for a class and it’s nice, explains well but it’s very basic. I would recommend for a beginner
| Customer Reviews | 4.4 out of 5 stars 30 Reviews |
B**Y
In good condition
Thanks
L**I
Nice book for beginners
Had to read it for a class and it’s nice, explains well but it’s very basic. I would recommend for a beginner
R**L
College book
Good as described!
S**T
Cohesive and concise
"International Marketing" by Daniel W. Baack, Barbara Czarnecka, and Donald E. Baack is a cohesive textbook on the subject of International Marketing. It covers the widest range possible in an easy to read and follow manner. I like the color coding per section. Also, the paper quality is fantastic. The paper quality makes the print and graphics crisp and readable. I like the flow from section to section. For example, part 1 starts with an introduction that doesn't go overlong and then segues to culture which isn't shortchanged then to global integration and so on. It makes for good transitioning that builds from the previous chapter. Again, this textbook is cohesive and concise in its presentation.
R**N
Well organized & presented, engaging
This is an easy to read text that isn't at all dry or stuffy. It provides a solid base of understanding the differences between domestic and international trade, then examines those factors in depth, with case studies and situations that young adult readers will recognize. Students will gain a much wider appreciation of barriers to trade, governing bodies, cultural differences and more. The book makes good use of graphic elements to help organize content, and there's plenty of charts, graphs, pictures and illustration to focus attention on especially important information. It's average thickness, but not unweildy or heavy.
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