International Marketing, 8 edition

The text is designed primarily for the advanced undergraduate student with prior exposure to the marketing field. Because of its in-depth coverage, it also presents an excellent challenge for graduate instruction and executive education.

The text is divided into four parts. First, the core concepts of international marketing are outlined, and the environmental forces that the international marketer has to consider are discussed. The second part focuses on international market entry and development.

The authors cover strategic planning for internationalization, organizing for implementation, preparing through research, and executing the entry. Part Three addresses the elements of the marketing mix that are most important for firms at an initial level of the international experience. Part Four discusses the marketing management issues most relevant to the expanded global operations of multinational corporations. We conclude with an appendix of international employment opportunities.

Both the instructor and the student can work with this text in two ways. One alternative is to cover the material sequentially, progressing from the initial international effort to multinational activities. In this way, marketing dimensions such as distribution, promotion, and pricing are covered in the order in which they are most relevant for the particular level of expertise within the firm. Another approach is to use the text in a parallel manner, by pairing comparable chapters from Parts Two, Three, and Four. In this way, the primary emphasis can be placed on the functional approach to international marketing.