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.
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.
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