ebook9781954156548d4325

Description

International Marketing 7e:
• Written during a period of economic, political, and social instability largely due to the dis-ruptions spurred by the pandemic, with continued COVID-19 lockdowns, inflationary pres-sure, supply chain constraints, and other economic and political challenges to internation-al trade, the Seventh Edition offers insights into the resulting local and multinational firms’ management of marketing operations.
• The revised edition includes updated and new material throughout, new and fully updat-ed cases, all-new Video Labs, new coverage of trade theory, additional coverage of inter-national trade agreements to address increasingly influential trade bodies. The book ex-pands the focus on market analysis by including several new sections, such as internation-al marketing analytics and other country- and region-specific market assessments and product analyses.
• The book reflects the author’s teaching philosophy: presenting dynamic, timely, real-world examples that help students to better understand international marketing in ac-tion. Professor Lascu shares her own perspectives as a product of different cultures who actively experiences, observes, and studies marketing across the world, chairing interna-tional conferences even as the pandemic continues to exacerbate geographical, political, and economic divides.