Description

Book Synopsis

This 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.

International Marketing

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    A Paperback by Sak Onkvisit

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      Book details

      Publisher Taylor & Francis
      Published 6 February 2025
      ISBN-13 9781032583662
      978-1032583662
      ISBN-10 1032583665
      Also in:
      Market research

      Description

      Book Synopsis

      This 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.

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