Core Principles of International Marketing (Mariadoss)
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This textbook can be used for an introductory level International Marketing course. Although the term ‘International Marketing’ has used throughout the book, the content will pretty much be as applicable if they are read in the context of a ‘Global Marketing’ course. Therefore, the textbook can also be used for an introductory level course in ‘Global Marketing’, and I encourage instructors of the undergraduate ‘Global Marketing’ course to adopt this textbook.
Front Matter
1: Introduction to International Marketing
2: International Business and Trade
3: Social and Cultural Environment
4: The Economic and Political Environment
5: Economic Development in the World
6: Global Market Planning
7: Global Market Entry Modes
8: Global Products
9: Global Branding
10: Global Channels and Supply Chains
11: Global Promotions
12: Global Pricing
13: The International Marketing Plan
Back Matter