![]() ![]() ![]() It also benefits from increased focus on ethics and sustainability as well as more content relating to emerging markets as a direct result of market feedback.In this era of rapid global economic growth and change, an understanding of how marketing is impacted by culture and society is vitally important.This leading text provides a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics. The second edition of International Marketing includes greater coverage of digital marketing, social and interactive marketing.For example, Sri Lankan farmers connecting to markets via mobile phones, Indonesia and intellectual property rights violations and how high fashion is harnessing the internet to become more accessible. ✔ 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 ![]() 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. ![]() 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. The environmental and cultural approach to international marketing permits a truly global orientation. The text focuses on the strategic implications of competition in different markets. It is this perspective that the authors bring into this edition of the text. Notwithstanding the extent of global perspective that firms may have, they are affected by the competitive activity in the global marketplace. International Marketing addresses global issues and describes concepts relevant to all international marketers, regardless of their international involvement. International Marketing 18th Edition Book Review: ![]()
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