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International Marketing

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International Marketing, 9780324317022 (0324317026), South-Western College, 2006
Thank you for reading our book! Practicing international marketing and writing a text on the subject have much in common. The focus is on delighting the customer; it is a lot of work; the competition is tough; and it’s fun to succeed. It is therefore with great pleasure that we present the eighth edition of International Marketing to you. We have made significant revisions in this edition, but our goals continue to be excellence and relevance in content, combined with userfriendliness for both the student and the professor. We have greatly streamlined the text, which now comprises 18 chapters. We have done so to balance the workload for the reader but without taking shortcuts. We have combined topics, eliminated redundancies, and tightened content wherever possible. The result is a shorter, crisper text of better quality.

We now address in depth controversies surrounding issues such as globalization, terrorism, and international aid. We paint a broader picture of the implications of a market orientation, and highlight ethical concerns. We discuss the shortcomings encountered in corporate transparency and executive veracity. We also provide much deeper data analysis and support. For example, in addition to discussing the leading economic regions, we offer comparative benchmarks from China, Australia, Kenya, and Brazil. Overall, we unabasheduly admit that this eight edition of International Marketing is the best one yet!

INTERNATIONAL MARKETING is an innovative up-to-date text ideal for anyone seeking success in this fast-paced field. You will discover topics ranging from beginning start-up operations to confronting giant global marketers. With this in-depth text, you will be prepared to conquer the international business world!

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