About Book:

  The goal of this text is to give the reader a grounding in marketing and its application to international business. The book is directed at novice marketeers as well as those experienced in domestic applications but new to the global marketplace. The former group will discover that marketing is much more complex than it first appears; the latter will find that much of their acquired skill is readily transferable after reasonable retooling. All will see that the boundaries between domestic and international marketing are, at times, quite solid and on other occasions somewhat hazy.

The realities of the international marketplace will be stated as such, often bluntly so, and no theory will be promulgated without concrete examples. The contents are meant for practical application, not theoretical discussion. Readers will also find that culture and cultural distinctions are at the heart of international marketing. A company’s ability to access and appeal to those societal distinctions will spell the difference between long-term profits and short-term failure. The continued desire of societies to retain their individuality, coupled with an increased awareness of the effect of commerce on culture, has given rise to th specialization of the international marketeer