Dynamics Of International Advertising

Author by : Barbara Mueller
Languange : en
Publisher by : Peter Lang
Format Available : PDF, ePub, Mobi
Total Read : 51
Total Download : 766
File Size : 52,9 Mb
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Description : Dynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this text takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Filled with current examples and case studies, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind to create effective communication programs for foreign markets: cultural norms and values, political environments, economic policies, social contexts, and more. Both the process and product of international advertising are addressed - from research and strategy development to creative execution and media planning. This is an ideal textbook for upper-division undergraduate and graduate students in specialized courses dealing with international advertising or marketing. It is also an effective supplemental text for introductory advertising, marketing, or mass communications courses seeking to expand coverage of the international dimension. The text should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency. And, finally, researchers of international advertising and marketing will also find the text a valuable resource.


Product Advertising And Communication In International Marketing

Author by : Mark Cabin
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 52
Total Download : 931
File Size : 45,9 Mb
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Description : Seminar paper from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, New York University, language: English, abstract: Product advertising and communication are disciplines of marketing that involve the sale and distribution of products to markets. When these products are sold and distributed to both local and international markets, advertising and communication become complicated terms, involving concepts that many organisations apply to ensure successful international marketing. This means that the scope of product advertising and communication widens in order to respond to the differences and similarities of interests of various markets in the entire globe. This paper examines current literature in product advertising and communication in international marketing by analyzing the communication process in international marketing, concepts and methods of product advertising and communication and the challenges companies undergo during international marketing.


International Advertising And Communication

Author by : Sandra Diehl
Languange : en
Publisher by : Springer Science & Business Media
Format Available : PDF, ePub, Mobi
Total Read : 25
Total Download : 646
File Size : 50,6 Mb
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Description : The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Effects; Advertising and Information Processing; Communication and Branding; Emotional, Social and Individual Aspects of Communication; Communication and New Media; International Advertising and, finally, Perspectives on the Future of International Advertising


Global Marketing And Advertising

Author by : Marieke de Mooij
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 96
Total Download : 311
File Size : 46,8 Mb
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Description : The Third Edition of the bestseller is packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter.


The Global Local Paradox In International Advertising Can Marketing Really Be International

Author by : Christina Liessem
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 82
Total Download : 488
File Size : 45,7 Mb
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Description : Essay from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 74%, Queen Mary University of London (Business School), course: International Marketing Communications, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. Usunier and Lee (2009) believe that international marketing cannot be global and refer to it as intercultural marketing. De Mooij (2010:3) states that people think and act based on their inherent framework, given them by their culture and national belonging. Even if they try to think different, they will still see it out of their own cultural perspective. In de Mooij's opinion this leads to the paradox that people are not able to think global, but furthermore see and judge their world always according to their own framework, even if they might believe they think global. In the marketing context this would mean that international marketing cannot be global. Marketers will always use their own cultural system to create advertising for other cultures, which apparently cannot be successful there. Nevertheless the debate is still in the centre of attention in international marketing. Neither academicians nor practitioners were able to give a coherent answer to the question, if global advertising can be successful or if advertising has to be adapted to local circumstances. Agrawal (1995) points out the waves of changes between adaptation and standardization advertising strategies used by practitioners between the 1950's and the 1980's. Simultaneously, "academicians in contrast have generally been consistent in advocating the adaptation approach and/or the contingency approach" (Agrawal, 1995:44). These results indicate that the global advertising cannot easily be doomed as an unsuccessful strategy. This essay provides a critical review over the debate standardization versus adaptation i


Controversy Advertising

Author by : International Advertising Association (1950- )
Languange : en
Publisher by : Hastings House Book Publishers
Format Available : PDF, ePub, Mobi
Total Read : 27
Total Download : 839
File Size : 49,7 Mb
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Description :


Intercultural Communication As A Strategy Of Global Marketing

Author by : Kathrin Gerbe
Languange : en
Publisher by : GRIN Verlag
Format Available : PDF, ePub, Mobi
Total Read : 44
Total Download : 111
File Size : 47,5 Mb
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Description : Essay from the year 2007 in the subject Communications - Intercultural Communication, grade: 1,0, University of Newcastle upon Tyne, course: Language and Cross-Cultural Communication, language: English, abstract: The world is growing together. In the wake of globalization many companies have expanded their markets to countries around the world. No matter if in Europe, America, Africa, Asia or Australia - everywhere we are greeted by the familiar corporate logos of global players like Coca Cola, McDonald's and Burger King. I would like to suggest that an important factor of the international success of these companies are specialised marketing concepts, which are based on the individual culture of the respective target country. Intercultural communication seems therefore an important element in marketing products worldwide. In this essay, I will have a look at a company whose name has become synonymous with globalization: McDonald's. The development of the term "McDonaldization" shows that the company's strategy of efficiency, calculability, predictability and control is effective around the globe (Ritzer in Usunier 2000; Jandt 2004).


Handbook Of International And Intercultural Communication

Author by : Molefi Kete Asante
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 87
Total Download : 329
File Size : 50,9 Mb
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Description : This handbook summarises the state of the art in international, cultural and developmental communication and sets the agenda for future research.


Dynamics Of International Advertising

Author by : Barbara Mueller
Languange : en
Publisher by : Peter Lang
Format Available : PDF, ePub, Mobi
Total Read : 14
Total Download : 272
File Size : 51,5 Mb
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Description : "The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --


Handbook Of Research On International Advertising

Author by : Shintaro Okazaki
Languange : en
Publisher by : Edward Elgar Publishing
Format Available : PDF, ePub, Mobi
Total Read : 37
Total Download : 553
File Size : 52,8 Mb
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Description : 'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.


International Advertising

Author by : John Philip Jones
Languange : en
Publisher by : SAGE Publications, Incorporated
Format Available : PDF, ePub, Mobi
Total Read : 10
Total Download : 822
File Size : 49,7 Mb
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Description : This is a comprehensive handbook of the theory and practice of international advertising linked to overall trends in business globalisation.


International Marketing

Author by : Daniel W. Baack
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 41
Total Download : 631
File Size : 53,7 Mb
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Description : International Marketing presents an innovative, integrated approach to the course, 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/operational differences-and discuss them in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. Uniquely, the book provides discussions of sustainability and "bottom of the pyramid" concepts within each chapter, and is richly illustrated with examples from both multinational companies as well as smaller local concerns. Setting the path for the future direction of this course, the authors provide instructors and students with the first truly international marketing textbook.


Global Marketing And Advertising

Author by : Marieke de Mooij
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 37
Total Download : 200
File Size : 52,8 Mb
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Description : The Third Edition of the bestseller is packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter.


The Handbook Of International Advertising Research

Author by : Hong Cheng
Languange : en
Publisher by : John Wiley & Sons
Format Available : PDF, ePub, Mobi
Total Read : 57
Total Download : 604
File Size : 43,6 Mb
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Description : This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook?s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers


International Marketing

Author by : Simon Majaro
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 75
Total Download : 448
File Size : 50,5 Mb
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Description : Re-issuing this successful book in its seventh edition the author starts with an overview of basic marketing concepts and their applicability on an international basis. It then covers each ingredient of the marketing mix and explores them in relation to multinational markets. Each ingredient is studied in the light of the fundamental question: 'How far can it be standardised internationally or in a research-based cluster of countries?' Research, planning and organisation problems receive particular attention. A whole chapter is devoted to 'Creativity and Innovation' on a global scale.


The Handbook Of International Advertising Research

Author by : Hong Cheng
Languange : en
Publisher by : John Wiley & Sons
Format Available : PDF, ePub, Mobi
Total Read : 50
Total Download : 731
File Size : 52,9 Mb
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Description : This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers


Marketing Communications

Author by : Steve Bird
Languange : en
Publisher by : Juta and Company Ltd
Format Available : PDF, ePub, Mobi
Total Read : 79
Total Download : 419
File Size : 50,6 Mb
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Description : Six marketing communication tools—advertising, personal selling, sales promotion, direct marketing, public relations, and sponsorship—are reviewed in this text for South African learners and practitioners. This fully updated edition focuses on recent developments in marketing communications, highlighting the use of the World Wide Web, e-mail, and instant messaging in marketing. The user friendly and interactive presentation for self-assessment makes this an outcome-based learning tool.


Advertising And Promotion

Author by : Chris Hackley
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 13
Total Download : 929
File Size : 52,8 Mb
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Description : 'Bridges the academic gap between textbook and leading edge marketing thinking. It has been substantially revised and is particularly strong on electronic media and their current marketing usage' - Ros Masterson, De Montfort University, Leicester, UK 'Lucid, insightful, an inspiration for even more creative communications and a treat for the mind. A must read for all wanting to better understand advertising and promotions' - Leslie de Chernatony Professor of Brand Marketing, Università della Svizzera Italiana, Lugano, Switzerland and Aston Business School, UK The eagerly-awaited Second Edition of Advertising and Promotion continues to provide a highly readable and authoritative introduction to the key concepts and issues for the study of advertising and promotional communication in a global context. NEW to this edition: - A stronger focus on integrated marketing communications and the promotional mix, including PR and personal selling. - Expanded coverage of contemporary topics, including: integrating e-marketing, Web 2.0, mobile advertising, sponsorship, branding, direct marketing, ethics, and social responsibility and regulation. - A focus on the implications for advertising of the continuing changes in the media infrastructure and the new media funding models emerging as a result. - A companion website including a full instructors' manual for lecturers, including PowerPoint slides and extra case studies, and access to full-text journal articles for students (www.sagepub.co.uk/hackley) Packed with case studies and first-hand examples gathered from leading international advertising agencies, Chris Hackley succeeds in providing a lively and stimulating guide to the rapidly evolving advertising environment.


International Marketing

Author by : Rajagopal
Languange : en
Publisher by : Vikas Publishing House
Format Available : PDF, ePub, Mobi
Total Read : 92
Total Download : 804
File Size : 48,7 Mb
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Description : The Book Caters To Undergraduate And Graduate Students In Management Schools In India And Most Asian And Latin American Universities For Core Or Elective Paper, And Will Also Prove Useful To Them As Practising Managers Since It Develops New Concepts Deriv


Advertising And Promotion

Author by : Chris Hackley
Languange : en
Publisher by : SAGE
Format Available : PDF, ePub, Mobi
Total Read : 86
Total Download : 501
File Size : 47,9 Mb
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Description : Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. Drawing not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology, the authors offer a rounded and critical perspective on the subject to those looking to understand advertising as social phenomenon in addition to its business function and purpose. The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. “Snapshots” bring in aspects of cross-cultural advertising such as Barbie in China. The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an instructor’s manual, SAGE journal articles, links to further online resources and author Videos. The textbook is also supported by an author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com. Suitable for Advertising, Marketing and Communications modules at undergraduate or postgraduate level.


International Marketing And Communication

Author by : Artur Gleyberman
Languange : en
Publisher by : GRIN Verlag
Format Available : PDF, ePub, Mobi
Total Read : 96
Total Download : 106
File Size : 50,5 Mb
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Description : Essay from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 80% very good, Nottingham Trent University, course: International Marketing and Communication, language: English, abstract: ... Branding, packaging, advertising, corporate reputation and country of origin are the main managerial tools of marketing which can serve as the most powerful form of differentiation (Levitt, 1986:75). Although Country of Origin can have different meanings, all of them reflect the dynamic of the global business development with all its implications on countries, companies and consumers. This essay critically evaluates the COO‟s role for consumers and illustrates how it is used by companies to manage the image of their products. This paper explains how COO works, what role it plays for consumers, what are its limitations in the new global environment and what is the use of the COO concept as a marketing tool for image management. ...


Innovation In Branding And Advertising Communication

Author by : Lluís Mas-Manchón
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 98
Total Download : 214
File Size : 49,6 Mb
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Description : This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics


Internet Resources And Services For International Marketing And Advertising

Author by : James R. Coyle
Languange : en
Publisher by : Greenwood Publishing Group
Format Available : PDF, ePub, Mobi
Total Read : 83
Total Download : 735
File Size : 55,5 Mb
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Description : "Each country's resources fall into three categories: General Business, General Research, and Advertising and Marketing. The General Business category provides Internet resources on e-commerce, Internet, or international trade environments, as well as electronic marketplaces. The General Research category consists mostly of Internet resources that provide market research and statistical information about a country's economic and social well-being, general statistical methodology resources are also included. The Advertising and Marketing category contains resources with information on advertising and marketing industries."--BOOK JACKET.


Integrated Communications In The Postmodern Era

Author by : Philip J. Kitchen
Languange : en
Publisher by : Springer
Format Available : PDF, ePub, Mobi
Total Read : 29
Total Download : 589
File Size : 54,8 Mb
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Description : This book is readers who wish to develop their knowledge, insight, skills, and facility into integrated communications within the post-modern era, a topic of relevance everywhere, but particular apposite as the original conference was hosted in Turkey, a rapidly developing nation, and one enjoying significant growth in the global.


International Marketing For Mba

Author by : Dr. Sandhya Srivastava
Languange : en
Publisher by : Shanti Publication
Format Available : PDF, ePub, Mobi
Total Read : 26
Total Download : 951
File Size : 52,9 Mb
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Description : According to the Latest Syllabus of Dr. A.P.J. Abdul Kalam Technical University, Lucknow (U.P.) Including Long Answer Type Questions Including Short Answer Type Questions Including Case Studies Including Last Year Unsolved Papers


A Q Methodological Study Of Taiwanese Consumers Attitudes Toward International Advertising

Author by : Chao-Lan Kuo
Languange : en
Publisher by : Unknown
Format Available : PDF, ePub, Mobi
Total Read : 69
Total Download : 467
File Size : 52,7 Mb
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Description : This study examines Taiwanese consumers' attitudes toward international advertising from an intercultural communication approach. By applying Q methodology, three types of Taiwanese consumers each holding different attitudes are found: the Local Culture Supporters, the Global Liberalists, and the Cultural Conservatives. The Local Culture Supporters tend to advocate a specialized approach to conducting international advertising. International advertisers should consider local cultures in order to communicate effectively with consumers. They do not believe that the employment of Western elements in commercials can enhance the product image of high class. The Global Liberalists do not perceive international advertising as a form of cultural invasion or believe there is a cultural compatibility problem between Taiwanese consumers and international advertising. They tend to support a middle ground approach to conducting international advertising. The Cultural Conservatives are concerned with the long-term cultural influence of international advertising. They perceive international advertising as a form of cultural invasion which has negative impact on the local cultures. They disagree with standardized advertising. A middle ground approach is more acceptable. This study suggests that, in a global environment where the interactions between people from various cultural backgrounds has increased, the importance of intercultural communication is also growing. By examining Taiwanese consumers' attitudes toward international advertising within the context of intercultural communication, this study has several implications for the study of intercultural communication and provides practical suggestions to international advertisers.


Essentials Of Global Marketing

Author by : Svend Hollensen
Languange : en
Publisher by : Pearson Education
Format Available : PDF, ePub, Mobi
Total Read : 17
Total Download : 978
File Size : 43,7 Mb
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Description : "Essentials of Global Marketing" offers a concise yet innovative approach to the subject. The accessible structure takes the reader through the entire global marketing process, and fundamental concepts are illuminated by a wide range of companies around the world. Hollensen includes brand new case studies on Nintendo Wii, YouTube and the Apple iPhone to provide cutting edge examples of the theory in the real world. The book breaks new ground with the quality and extensiveness of its supporting interactive features, which include multiple choice quizzes for every chapter that can be downloaded onto your iPod, and video case studies on internationally recognised companies such as Land Rover and Tata.


Ebook International Marketing

Author by : Pervez Ghauri
Languange : en
Publisher by : McGraw Hill
Format Available : PDF, ePub, Mobi
Total Read : 25
Total Download : 566
File Size : 46,9 Mb
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Description : Now in its fourth edition, this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today’s dynamic business environment. Contemporary, engaging and accessible, International Marketing is essential reading for the aspiring practitioner. You will discover: •The importance of international marketing to creating growth and value •The management practices of companies, large and small, seeking market opportunities outside their home country •Why international marketing management strategies should be viewed from a global perspective •The role of emerging economies in today’s business environment •The impact of increased competition, changing market structures, and differing cultures upon business Key Features: • An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate. •‘Going International’ vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples. •Further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study •Key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online. •A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning. Professor Pervez Ghauri teaches International Marketing and International Business at King’s College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008.


International Advertising

Author by : John Philip Jones
Languange : en
Publisher by : SAGE Publications
Format Available : PDF, ePub, Mobi
Total Read : 32
Total Download : 848
File Size : 51,9 Mb
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Description : In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.


International Marketing

Author by : Sak Onkvisit
Languange : en
Publisher by : Psychology Press
Format Available : PDF, ePub, Mobi
Total Read : 68
Total Download : 351
File Size : 50,7 Mb
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Description : Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisified in the same way. The 4th edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face everyday. It provides the solid foundation required to understand the complexities of marketing on a global scale. The book has been fully updated with topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics as well as the most up-to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than an anecodotal or descriptive one alone. The book includes chapters on: * Trade distortions and marketing barriers * Political and legal environments * Culture * Consumer behaviour * Marketing research * Promotion and pricing strategies * Currencies and foreign exchange Accessibly written and designed, this book is the most international book on marketing available that can be used by undergraduates and postgraduates the world over. A companion website provides additional material for lecturers and students alike.