International Marketing

Strategy and Theory
6. Auflage 2025
ISBN: 978-1-032-58366-2
Verlag: Taylor & Francis Ltd

Buch, Englisch, 540 Seiten, Format (B × H): 245 mm x 174 mm, Gewicht: 1056 g

This comprehensive text provides students with a solid foundation in international marketing theory, research, and practice.

Fully updated throughout, the book covers all the latest trends and topics, including e-commerce, digitalization, corporate sustainability, business ethics, corporate social responsibility, cryptocurrency, and the broader political and economic context. New international case studies and mini-cases from the US, Europe, China and Japan are incorporated, alongside enhanced pedagogy to structure learning such as chapter objectives, summaries, and discussion questions. Placing a unique emphasis on the importance of academic research, all academic references and marketing theories have also been updated.

Demonstrating the complexities of marketing on a global scale, this well-regarded text should be core reading for advanced undergraduate and postgraduate students of international and global marketing, marketing management, and strategic marketing.

Online resources include chapter-by-chapter PowerPoint slides, a test bank, cases and discussion questions, and videos to accompany specific topics.

Zielgruppe

Postgraduate, Professional, and Undergraduate

Autoren/Hrsg.

Shaw, John J.

Onkvisit, Sak

Merz, Michael A.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management

Inhaltsverzeichnis

Part 1: Overview of World Business 1. Nature of International Marketing: Challenges and Opportunities 2. Trade Theories, Marketing Barriers, and Economic Integration Part 2: World Market Environment 3. Political and Legal Environment 4. Culture Part 3: Planning for International Marketing 5. Marketing Research and Information Systems 6. Foreign Market Entry Strategies Part 4: International Marketing Decisions 7. Product Strategies: Product Planning 8. Product Strategies: Intellectual Property and Branding Decisions 9. Distribution Strategies: Channels of Distribution 10. Distribution Strategies: Physical Distribution and Documentation 11. Promotion Strategies: Personal Selling, Publicity, and Sales Promotion 12. Promotion Strategies: Advertising 13. Pricing Strategies: Pricing Factors and Terms of Sale and Payment 14. Pricing Strategies: Money, Currencies, and Foreign Exchange Part 5: Special Topics 15. Sustainable Marketing and ESG (Environmental, Social, and Governance) 16. Digital Marketing

Über Autor(innen)

Sak Onkvisit is Professor Emeritus of Marketing at San José State University, U.S.A. He has authored several books and has published in leading journals. An internationally recognized scholar, he has taught in several countries and has served as a Fulbright Senior Scholar and a Fulbright Senior Specialist.

Michael A. Merz is Professor of Marketing and Chair of the Department of Marketing and Business Analytics at San José State University, U.S.A. He has published extensively in marketing journals. The Wall Street Journal ranks San Jose State University as No. 2 among public universities for graduates’ marketing salaries.

John J. Shaw has retired from his position as Director of the MBA Program at Providence College. Before his retirement, he co-authored three books and over 80 papers in journals and at conferences.