International marketing /
Baack, Daniel W.
International marketing / Daniel W. Baack, Barbara Czarnecka, Donald Baack. - 2nd edition. - xxxix, 632 pages : color illustrations ; 27cm.
Tables.
Includes bibliographical references [pages 679-606] and index.
"Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture - culture, language, political/legal systems, economic systems, and technological differences - in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. New to the second edition: more global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka; brand new chapter on Culture & Cross-Cultural Marketing, including political unrest and the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries; new coverage of digital advances and social media marketing; updated theory and methods, including Service Dominant Logic (S-DL), Consumer Culture Theory (CCT), and Netnography; additional videos supplementing the comprehensive online resource package for students and lecturers. A wealth of online resources complement this book. These include a test bank of 50-65 questions per chapter, PowerPoint slides, sample syllabi, interactive maps, country fact sheets, flashcards, SAGE journal articles, and guidelines for developing a marketing plan.-- Amazon
9781506389226 (alk. paper) 9781506389219 (alk. paper) 9781526463128 9781526463104 9781526463111 9781526463135
2018941471
Business and Management
Export marketing
Marketing
658.845 / 658.845 B11 2019
International marketing / Daniel W. Baack, Barbara Czarnecka, Donald Baack. - 2nd edition. - xxxix, 632 pages : color illustrations ; 27cm.
Tables.
Includes bibliographical references [pages 679-606] and index.
"Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture - culture, language, political/legal systems, economic systems, and technological differences - in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. New to the second edition: more global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka; brand new chapter on Culture & Cross-Cultural Marketing, including political unrest and the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries; new coverage of digital advances and social media marketing; updated theory and methods, including Service Dominant Logic (S-DL), Consumer Culture Theory (CCT), and Netnography; additional videos supplementing the comprehensive online resource package for students and lecturers. A wealth of online resources complement this book. These include a test bank of 50-65 questions per chapter, PowerPoint slides, sample syllabi, interactive maps, country fact sheets, flashcards, SAGE journal articles, and guidelines for developing a marketing plan.-- Amazon
9781506389226 (alk. paper) 9781506389219 (alk. paper) 9781526463128 9781526463104 9781526463111 9781526463135
2018941471
Business and Management
Export marketing
Marketing
658.845 / 658.845 B11 2019