International Marketing

International Marketing, 2nd Edition, is a textbook that examines how foundational marketing concepts function in an international context. It explores how commercial strategies interact with diverse cultural, institutional, and technological conditions across global markets.

The text focuses on five central influences: culture, language, political and legal systems, economic systems, and technological differences. It analyzes how these factors shape decisions concerning markets, products, pricing, distribution, and promotion. Chapters also integrate discussions of sustainability and bottom-of-the-pyramid issues.

Intended for courses in international marketing and international management, each chapter begins with an illustrative diagram showing the connection between international business factors and core marketing topics.