This text looks at context, techniques and strategies involved in successful international marketing. With short case illustrations, case studies, summaries and discussion questions, this book is aimed particularly at students. It sets out to provide a good balance of the theory and implementation behind international marketing, and adopts a user-friendly approach to the issues tackled. Through its treatment of global case studies from Europe, Australia, the Pacific Rim and the USA, it seeks to present an international vision of marketing strategy. The book includes such topics as: global information systems; the global manager; international niche marketing; international developments in retailing; electronic business and relationship marketing; and new international case studies to illustrate the key points.
