International Marketing: Strategy and Theory
Praise for the last edition'The authors have worked hard to update their book and have placed considerable emphasis on incorporating perspectives and examples from a wide variety of countries. I have used this book and found it to be very cohesive; students will find the text comprehensive and easy to follow.'-Henny Darroch, University of Otago'It is very rare that a single text effectively provides a comprehensive coverage of both macro and micro issues in international marketing. These authors have done an excellent job of developing a framework that admiringly integrates both these perspectives. The practical examples that effectively illustrate the concepts are impressive, as is the breadth of industries covered in the discussions and the way each chapter provides a rich collection of concepts and strategies. I would particularly applaud the extensive coverage of the cultural aspects of marketing strategies in multiple chapters. This book is a must for all aspiring managers, who want to meet international marketing challenges successfully, in a rapidly evolving business context.' -Durairaj Maheswaran, Stern Research Professor of Marketing, Stern School of Business'This fourth edition is a comprehensive and highly readable international marketing text that will work very well in both undergraduate and graduate classes. Treatment of cutting-edge issues such as trade distortions, global branding, and pricing/financing is particularly strong. In addition, introductory chapters such as those on trade, culture, and marketing research provide students with an excellent foundation for understanding the managerial issues that follow. Finally, recent research results, coupled with current real world examples and end-of-chapter cases, provide ample material for in-class discussion. Overall, this is an excellent text that keeps getting better with each new edition.' -