International Marketing

International Marketing, 11th Edition, presents strategic guidelines, best practices, and foundational frameworks for navigating global commerce.

Coverage progresses from start-up operations and new market entry considerations to the complex issues confronting large global marketers. The text also examines how international e-commerce, technology, culture, and government policies influence marketing activities across the world.

Designed for upper-level undergraduate students, graduate students, and practicing executives, this edition features real-world organizational case studies and Internet exercises that encourage online marketing practice.