Summary

International Marketing presents 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. The book incorporates discussions of sustainability and bottom-of-the-pyramid concepts within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. Setting the path for the future direction of this course, the authors provide instructors and students with the first truly integrated international marketing textbook.