International Marketing Strategy And Theory | Business

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. Online resources include chapter-by-chapter Power Point slides a test bank cases and discussion questions and videos to accompany specific topics. |International Marketing Strategy and Theory | Business