International Marketing: Winning in the New Global Economy introduces students to scholarship and insight that are critical for the success of modern international marketers and business professionals.
The opening chapter examines the current state of the global economy taking into account the political, societal, and economic changes that have impacted individuals, businesses, and the ways in which we work. Additional chapters explore historical events and issues that have shaped the global economy in the new millennium, contemporary trade theories, and the effects of social frustration and political unrest on international marketing.
Students learn about trade credit financing instruments, supply chain logistics and management, international marketing research, personal and cultural factors in global business, and global branding and marketing. The closing chapters survey key international organisations and what it takes to win in today's global economy.
The second edition features new topical discussions on the digital disruption of industry, artificial intelligence, and perspectives on global governance.
International Marketing is an ideal textbook for courses in global business, marketing, and leadership.
