About the book

International Marketing, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The authors provide relevant historical background and offer logical explanations of current trends based on information from marketing executives and academic researchers around the world.

Contents:

Chapter 1 Globalization Imperative

Why Global Marketing Is Imperative

Major Trends Affecting Global Business Environment Today

The Fluid Nature of Global Competition

Globalization of Markets: Convergence and Divergence

Evolution of Global Marketing

Challenges and Scope of Global Marketing

The Driving and Restraining Forces

Chapter 2 Global Economic and Financial Environment

Intertwined World Economy

Country Competitiveness

Emerging Economies

Evolution of Cooperative Global Trade Agreements

Information Technology and the Changing Nature of Competition

Regional Economic Arrangements

Multinational Corporations

Historical Role of the U.S. Dollar

Development of Today’s International Monetary System

Foreign Exchange and Foreign Exchange Rates

Balance of Payments

Economic and Financial Turmoil around the World

Marketing in the Euro Area

Chapter 3 Global Cultural Environment and Buying Behaviour

Meaning of Culture

Elements of Culture

Cross‐Cultural Comparisons

Adapting to Cultures

Culture and the Marketing Mix

COVID-19: Changing Consumer Behaviour and Marketing Implications

Marketing Failures Due to Cultural Mistakes

Chapter 4 Political and Legal Environment

Political Environment—Individual Governments

Various Political Systems and Their Impact on Business Environment

Political Environment—Social Pressures and Political Risk

Terrorism and the World Economy

International Agreements

International Law and Local Legal Environment

Global Legal Systems and Differences

Issues Transcending National Boundaries

Chapter 5 Global Marketing Research

Research Problem Formulation

Secondary Global Marketing Research

Primary Global Marketing Research

Leveraging the Internet for Global Market Research Studies

Market Size Assessment

New Market Information Technologies

Marketing Intelligence for the International Market

Managing Global Marketing Research

Chapter 6 Global Segmentation and Positioning

Reasons for International Market Segmentation

International Market Segmentation Approaches

Segmentation Scenarios

Bases for International Market Segmentation

International Positioning Strategies

Global, Foreign