International marketing
Daniel W. Baack, Barbara Czarnecka & Donald Baack
- 2nd ed.
- London : Sage, c2019.
- xxxix, 632 p. : maps, col. ill. ; 27 cm.
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.