3 Review(s)

International Marketing addresses global issues and describes concepts relevant to all international marketers, regardless of their international involvement. Notwithstanding the extent of global perspective that firms may have, they are affected by the competitive activity in the global marketplace. It is this perspective that the authors bring into this edition of the text. The text focuses on the strategic implications of competition in different markets. The environmental and cultural approach to international marketing permits a truly global orientation.Thus, the reader’s horizon is not limited to any specific nation, but the text provides an approach and framework for identifying and analyzing the important cultural and environmental uniqueness of any nation or global region.Salient Features:•10 Indian cases included in the book•New sections on negative impact of new communication tools, intellectual property rights in the international context, Brexit, inventive international negotiation etc.•Thoroughly updated data, text, pictures and exhibits across the chapters•More than 100 new academic articles and their findings integrated and cited across the chapters