International Marketing: Strategy and Theory, 6th Edition

Publication Date

1-1-2025

Document Type

Book

Publication Title

International Marketing Strategy and Theory 6th Edition

DOI

10.4324/9781003449782

First Page

1

Last Page

511

Abstract

This comprehensive text provides students with a solid foundation in international marketing theory, research, and practice. Fully updated throughout, the book covers all the latest trends and topics, including e-commerce. digital ization, corporate sustainability. business ethics, corporate social responsibility, crypto currency, and the broader political and economic context. New international case studies and mini-cases from the US, Europe, China and Japan are incorporated, alongside enhanced pedagogy to structure learning such as chapter objectives, summaries, and discussion questions. Placing a unique emphasis on the importance of academic research, all academic references and marketing theories have also been updated. Demonstrating the complexities of marketing on a global scale, this well-regarded text should be core reading for advanced undergraduate and postgraduate students of international and global marketing, marketing management, and strategic marketing. Online resources include chapter-by-chapter PowerPoint slides, a test bank, cases and discussion questions, and videos to accompany specific topics.

Department

Marketing and Business Analytics

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