International Marketing

Presenting an innovative, integrated approach, in which marketing concepts are explored in depth within the international context, the authors identify five key factors that impact any international marketing venture—culture, language, political/legal systems, economic systems, and technological differences—and discuss them in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. • An illustrative diagram at the beginning of each chapter demonstrates how the five key international business factors interact with the core marketing topics explored. • Chapter-opening vignettes, chapter-ending cases, and comprehensive cases in the back of the book provide vivid, real-world examples from companies such as Alibaba.com, Best Buy, Facebook, DHL, Kikkoman, McDonalds, Nestlé, Nokia, and Nintendo. • International Incidents offer thought-provoking topics for classroom discussion. • International Marketing in Daily Life features apply marketing concepts to common items such as bathing products and food. • The authors emphasize sustainability, a key issue in today’s marketing environment, through discussions of sustainable business practices in products, services, and the supply chain. • Consideration of “bottom-of-the-pyramid” issues provide strategies for lowering the barriers to purchase for lower income consumers around the world.