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International Marketing 2ed

by Daniel W. Baack, Barara Czarnecka and Donald Baack SAGE Publications Ltd
Pub Date:
Pbk 672 pages
AU$127.00 NZ$133.04

SAGE Student Price: AU$107.00

Product Status: In Stock Now
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International Marketing uses an integrated framework of marketing and international business concepts, and discusses the five key factors that impact any international marketing venture - culture, language, political and legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion.

The book also covers the incorporation of sustainability and bottom-of-the-pyramid markets within each chapter, with content supported by case studies examples from both multinational companies and smaller local concerns.

International examples include Samsung, Costa Coffee, KitKat in Japan, Mobile Communications in Africa, India’s ArcelorMitall Steel, Wind Turbines in Finland, Uniqlo, and Banana Republic.

New to the second edition:

  •  A more global focus through examples, case studies and the experience brought by new co-author Barbara Czarnecka

  • Chapter on “Culture & Cross-Cultural Marketing”, featuring political unrest, the Syrian refugee crisis, the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries.

  • Chapter feature, “Practitioner Insight”, which provides applied insights from industry insiders.

  • Coverage of digital advances and social media.

  • Updated theory and methods, including S-DL, CCT, and Netnography.

  • Additional videos supplementing the comprehensive online resource package for students and lecturers.

The book is complemented by online resources for students and lecturers including PowerPoint slides, testbank, web quizzes, YouTube video links, interactive maps and access to SAGE journal articles.

Suitable reading for students of international marketing.

PART I. Essentials of International Marketing
1. Introduction to International Marketing
2. Culture and Cross-Cultural Marketing
3. Global Trade and Integration
4. Country Selection and Entry Strategies
5. International Marketing Planning, Organization and Control
PART II. International Markets and Market Research
6. Markets and Segmentation in an International Context
7. International Positioning
8. Market Research in the International Environment
PART III. International Product Marketing
9. International Product and Brand Marketing
10. International Product Standardization and Adaptation
PART IV. International Pricing and Finance
11. International Pricing
12. International Finance and Pricing Implications
PART V. International Place or Distribution
13. International Marketing Channel Management
14. International Distribution: Exporting and Retailing
PART VI. International Promotion and Marketing Communications Personal Selling
15. Globally Integrated Marketing Communications
16. International Sales Promotions and Public Relations

This now updated and comprehensive textbook offers a truly global approach to International Marketing and combines classic approaches to marketing (the 4Ps) with new developments in the field (S-DL, for example) alongside broader societal issues and impacts such as digitalization, sustainability, and trade wars and protectionism. A must read for all Marketing and Management students!
Daniel W. Baack is an Assistant Professor of Marketing at the University of Denver. His doctoral degree is in International Business and Marketing. His research has been published in leading marketing journals including the Journal of Advertising, Journal of Advertising Research, Journal of Business Research, European Journal of Marketing, International Business Review, and the Journal of Business Research. He has given over 40 presentations to both business professionals and academics in various domestic and global settings, including Canada, Mainland China, Italy, Mexico, Sweden, and Taiwan. He is the co-author of a series of online modules on business ethics and has published a chapter in the recent book A New Generation in International Strategic Management.


Donald Baack holds the rank of University Professor of Management at Pittsburg State University, where he has taught since 1988. He previously held positions at Southwest Missouri State University, Missouri Southern State College, and Dana College. Baack received his Ph.D. from the University of Nebraska in 1987. His primary area of study was Organization and Management Theory.


Professor Baack is a Consulting Editor for the Journal of Managerial Issues and has published in the journal. He has also published in Human Relations, Journal of High Technology Management Research, Journal of Ministry Marketing and Management, Journal of Management Inquiry, Journal of Customer Service in Marketing, Journal of Professional Services Marketing, Journal of Global Awareness, Journal of Business Ethics, Journal of Euromarketing, Journal of Nonprofit and Public Sector Marketing, and the Journal of Advertising Research.


Barbara Czarnecka - University of Bedfordshire, UK


Dr. Baack has authored Organizational Behavior (Dame), International Business (Glencoe/McGraw-Hill), Integrated Advertising, Promotion, and Marketing Communications (Prentice Hall, with co-author Kenneth D. Clow), and Marketing Management and Cases in Marketing Management (SAGE, also with Kenneth D. Clow). Clow and Baack also wrote the Concise Encyclopedia of Advertising (Haworth). Baack and his son Daniel W. Baack recently prepared a series of 10 modules entitled "Ethics Across the Curriculum" for Pearson Custom Publishing. He also published three popular press books in the area of romance/self help.