International Marketing: Analysis & Strategy

International Marketing has been written to enable both managers and scholars to meet the international challenges they face on a daily basis. It provides the solid foundation required to understand the intricacies and challenges of marketing on a global scale.   Onkvisit and Shaw’s comprehensive and scholarly references provide substance and offer a solid conceptual and empirical framework to the book. With an in-depth treatment of the marketing mix serving as the core of the book, this textbook is truly unique, presenting a rounded view of the topic. This fully updated, new edition also includes:   New chapters on social media and internet marketing A broad range of mini case studies and vignettes focusing on the ethical, legal and cultural dimensions of international marketing A compelling combination of theory and practice   This well-written, comprehensive book will serve students well on courses in international marketing, marketing management and international business.