International Marketing [antikvár]

International competition makes international marketing one of the most critical skills for business survival. News of our "neighbors" in China, Somalia, Eastern Europe, Central Asia, and other formerly remote places constantly reminds us that we are, indeed, in a "global village" connected by electronic communication and information. This global village also has become an international marketplace where products are available almost everywhere, and some brand names are common words in many languages. When this book was first published, international business was a subject occasionally taught in business schools. With each successive edition, business schools' coverage of international subjects has grown stronger and more sophisticated. International Marketing has evolved accordingly. The sixth edition is revised to meet students' and practitioners' needs to know about the contemporary environment, problems, and practices of international marketing. It continues to address the challenges facing both small exporters and large multinationals. Not only is it relevant for U.S. firms but for firms anywhere that want to market internationally. This book has been used around the world, and previous editions have been translated into Chinese for use both in the People's Republic of China and in Taiwan. It also continues the balanced collaboration of two authors, both with broad international experience. Between them, they have lived and worked professionally on every continent except Australia. The sixth edition of International Marketing emphasizes the importance of linking international marketing with the overall strategy of firms. Integration of marketing with other functional areas, such as new product R&D and manufacturing, is essential to successful marketing worldwide. The growing strength and sophistication of global competitors are also emphasized. Changes to This Edition All of the chapters of the book have been revised and updated. Innovative chapters from the previous edition—"Global Marketing Strategy," "International Marketing of Services," and "The Future of International Marketing"—have been retained. New examples have been added to every chapter in order to provide contemporary illustrations of company practices related to the discussions in the text. The appendix on Europe, 1992, has been retained and includes the most current information available at the time of publication. In response to readers' requests, we have greatiy increased the "Global Marketing" feature. There are almost three times as many Global Marketing sections in the sixth edition as in the fifth edition. These boxed features give the student more detailed, current examples of international marketing practices than the many shorter, in-text illustrations. Vii