Description
Book SynopsisThis comprehensive text provides students with a solid foundation in International Marketing theory, research, and practice.
Fully updated throughout, the book covers all the latest trends and topics, including e-commerce, digitalization, corporate sustainability, business ethics, corporate social responsibility, cryptocurrency, and the broader political and economic context. New international case studies and mini-cases from the US, Europe, China and Japan are incorporated, alongside enhanced pedagogy to structure learning such as chapter objectives, summaries and discussion questions. Placing a unique emphasis on the importance of academic research, all academic references and marketing theories have also been updated.
Demonstrating the complexities of marketing on a global scale, this well-regarded text should be core reading for advanced undergraduate and postgraduate students of International and Global Marketing, Marketing Management and Strategic Marketing.
