Summary

This book covers the growing subject area of marketing in a global context, with particular application to SA business people wanting to break into international markets, or dealing with the import of products into South Africa. International markets differ from domestic markets in scale and complexity and marketers must master complex socio-cultural, legal, economic, political, physical and technological environments in vastly different countries. They must have the right information at hand to make decisions and the right organisational processes in place to surmount challenges and capitalise on opportunities, in growing and stagnating foreign market-places. International marketing provides you with a knowledge advantage in international markets, combining foundational international marketing theory with practical experience. While the theory for the subject is fairly generic, the application in South Africa and Africa is shaped by trade agreements and legislation which are speci fic to the southern African region, hence the need for a South African-based book.