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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 topics, including e-commerce, corporate sustainability, corporate social responsibility, cryptocurrency, and the broader political and economic context.
List of contents
Part 1: Overview of World Business 1. Nature of International Marketing: Challenges and Opportunities 2. Trade Theories, Marketing Barriers, and Economic Integration
Part 2: World Market Environment 3. Political and Legal Environment 4. Culture
Part 3: Planning for International Marketing 5. Marketing Research and Information Systems 6. Foreign Market Entry Strategies
Part 4: International Marketing Decisions 7. Product Strategies: Product Planning 8. Product Strategies: Intellectual Property and Branding Decisions 9. Distribution Strategies: Channels of Distribution 10. Distribution Strategies: Physical Distribution and Documentation 11. Promotion Strategies: Personal Selling, Publicity, and Sales Promotion 12. Promotion Strategies: Advertising 13. Pricing Strategies: Pricing Factors and Terms of Sale and Payment 14. Pricing Strategies: Money, Currencies, and Foreign Exchange
Part 5: Special Topics 15. Sustainable Marketing and ESG (Environmental, Social, and Governance) 16. Digital Marketing
About the author
Sak Onkvisit is Professor Emeritus of Marketing at San José State University, U.S.A. He has authored several books and has published in leading journals. An internationally recognized scholar, he has taught in several countries and has served as a Fulbright Senior Scholar and a Fulbright Senior Specialist.
Michael A. Merz is Professor of Marketing and Chair of the Department of Marketing and Business Analytics at San José State University, U.S.A. He has published extensively in marketing journals.
The Wall Street Journal ranks San Jose State University as No. 2 among public universities for graduates' marketing salaries.
John J. Shaw has retired from his position as Director of the MBA Program at Providence College. Before his retirement, he co-authored three books and over 80 papers in journals and at conferences.
