International Marketing (2nd Edition)
Summary: “International Marketing” provides a comprehensive examination of marketing principles and practices in the global context. Authored by experts in international business and marketing, this second edition offers insights into the complexities of international marketing strategy, market entry modes, and marketing mix decisions. The book covers essential topics such as cultural considerations, market research, segmentation, targeting, branding, and distribution channels in international markets. With its emphasis on real-world examples and case studies, the text offers practical guidance for navigating the challenges and opportunities of global marketing. Whether you’re a student or practitioner, this book serves as a valuable resource for understanding the dynamics of international markets and developing effective marketing strategies on a global scale.
Authors: Dana-Nicoleta Lascu and Kenneth E. Clow
Publisher: SAGE Publications, Inc.
Publication Year: 2018
ISBN-10: 1506346933
ISBN-13: 978-1506346939