Consumer Behavior
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.
New to the second edition:
A wealth of online resources complement this book. These include a test bank of 50-65 questions per chapter, PowerPoint slides, sample syllabi, interactive maps, country fact sheets, flashcards, SAGE journal articles, and guidelines for developing a marketing plan.
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Country | USA |
Brand | Sage Publications |
Manufacturer | SAGE Publications Ltd |
Binding | Paperback |
ItemPartNumber | 9781506389226 |
ReleaseDate | 2018-12-29 |
UnitCount | 1 |
Format | Illustrated |
EANs | 9781506389226 |