This edition is significantly shorter, covers all the international marketing tasks and knowledge statements from the NASBITE Certified Global Business Professional (CGBP) certification, has a new focus on global entrepreneurship, and includes an ongoing team project called the Global Marketing Plan.
This text describes the marketing mix from an international perspective. What distinguishes international marketing is not the activities performed, but the way they are performed. It discusses the determinants of international marketing, and how they differ from those influencing domestic marketing. The book discusses three dimensions of international marketing: international marketing, involving marketing across national borders; foreign marketing, involving marketing within foreign countries; and multinational marketing, emphasizing the coordination and integration of the firm's marketing in many diverse foreign environments.
This new edition reflects recent developments in the world economy and their imlications for international marketing. The text continues to address the challenges and opportunities facing small exporters as well as large multinationals. The text covers economic and cultural environments, the continuing changes occuring therein,and the implications for firms that want to survive and succeed in this dynamic environment.
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