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International Marketing


International Marketing combines foundational marketing theory and practice and illustrates the latest advances in international trade agreements and legislation with specific reference to the southern African region. The text combines foundational international marketing theory with practical experience. The book is directed at senior undergraduate students of marketing (second- and third-year level) at universities and is also appropriate for postgraduate students. International Marketing is the only South African-based textbook written by a team of South African academics and practitioners.

New to this edition:
• A new chapter on segmentation, targeting and positioning completes the marketing mix
• Extra assignments and case studies with questions and answers will be available as ancillary
material for lecturers prescribing the book to assist with lesson planning and student assessment
• Greater focus on South African trade agreements means that the content is presented in a relevant
• The book combines marketing theory with practical examples by providing case studies that
illustrate real life applications of the content.

Lecturers’ resources
• PowerPoint® slides
• Instructors’ Manual
• Case studies

Table of Contents
Part 1: Introduction to international marketing
1. Introduction to international marketing
2. Marketing strategy across the borders

Part 2: Overview of international trade
3. The economics of international trade
4. The international trade environment
5. International trade in Southern Africa and Africa
6. Barriers to international trade
7. Foreign exchange and the international monetary system

Part 3: The international marketing environment
8. The socio-cultural environment
9. The legal environment
10. The international political environment
11. The economic environment
12. The physical and technological environments

Part 4: International marketing research
13. International marketing research

Part 5: The international marketing mix
14. Segmentation, Targeting and Positioning
15. International product policy and development
16. International distribution and logistics systems

17. International marketing communication
18. Pricing for international markets
19. International marketing and the Internet
20. Exporting and small businesses
21. Export administration and logistics
22. Evolving context and future issues in international marketing

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This product was added to our catalog on Friday 19 August, 2011.

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