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Core Principles of International Marketing

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Core Principles of International Marketing

This textbook can be used for an introductory level International Marketing course. Although the term ‘International Marketing’ has used throughout the book, the content will pretty much be as applicable if they are read in the context of a ‘Global Marketing’ course. Therefore, the textbook can also be used for an introductory level course in ‘Global Marketing’, and I encourage instructors of the undergraduate ‘Global Marketing’ course to adopt this textbook.

MarketingBusiness
Author
Babu John-Mariadoss
Publisher
Texas Tech University
Source
LibreTexts
License
CC BY-NC-SA
Language
EN
Category
Marketing
Read online Download PDF (open licence)
Contents· 97 sections
  1. 01: Introduction to International Marketing
  2. 1.01: Introduction to International Marketing Summary
  3. 1.02: Defining Marketing
  4. 1.03: Defining International Marketing
  5. 1.04: The Motivation for International Marketing
  6. 1.05: Stages in International Marketing
  7. 1.06: Why International Marketing Matters
  8. 1.07: Challenges of Global Marketing
  9. 1.08: What is Globalization
  10. 1.09: The Globalization Debate
  11. 1.10: Standardization and Customization
  12. 02: International Business and Trade
  13. 2.01: International Business and Trade Summary
  14. 2.02: International Trade
  15. 2.03: International Economic Cooperation among Nations
  16. 2.04: Understanding Tariffs
  17. 2.05: Regional Economic Integration
  18. 2.06: The United Nations and the Impact on Trade
  19. 2.07: Trade Controversies
  20. 2.08: Foreign Direct Investment
  21. 03: Social and Cultural Environment
  22. 3.01: Social and Cultural Environment Summary
  23. 3.02: Factors Shaping the Global Marketing Environment
  24. 3.03: The Social and Cultural Environment
  25. 3.04: Importance of Culture on Markets
  26. 3.05: What is Culture
  27. 3.06: Describing Culture
  28. 3.07: Marketing Across Cultures
  29. 04: The Economic and Political Environment
  30. 4.01: The Economic and Political Environment Summary
  31. 4.02: The Economic Environment
  32. 4.03: The Political Environment
  33. 4.04: Political Risk
  34. 4.05: Legal Risk
  35. 05: Economic Development in the World
  36. 5.01: Chapter 5- Economic Development in the World
  37. 5.02: World Economies
  38. 5.03: Classifying World Economies
  39. 5.04: Understanding the Developed World
  40. 5.05: The Developing World
  41. 5.06: Emerging Markets
  42. 06: Global Market Planning
  43. 6.01: Global Market Planning Summary
  44. 6.02: Measuring Market Attractiveness
  45. 6.03: Global Market Opportunity Assessment PESTEL Analysis
  46. 6.04: Global Market Opportunity Assessment CAGE Analysis
  47. 6.05: Global Market Opportunity Assessment Scenario Planning and Analysis
  48. 6.06: Selecting the Countries to Enter
  49. 6.07: Global Market Segmentation
  50. 6.08: Using Demographics to Guide Global Marketing Strategy
  51. 6.09: Target Market Selection
  52. 6.10: Global Positioning
  53. 6.11: Basics of Positioning
  54. 07: Global Market Entry Modes
  55. 7.01: Global Market Entry Modes Summary
  56. 7.02: International Entry Modes
  57. 7.03: 7.02-Exporting
  58. 7.04: Licensing
  59. 7.05: Franchising
  60. 7.06: Contract Manufacturing
  61. 7.07: Joint Ventures
  62. 08: Global Products
  63. 8.01: Global Products Summary
  64. 8.02: Global Product Development
  65. 8.03: Global Products and Services
  66. 8.04: Product Adaptation Decisions
  67. 8.05: Global Innovation
  68. 8.06: Global Innovation at the BOP
  69. 09: Global Branding
  70. 9.01: Global Branding Summary
  71. 9.02: Formulating a Global Brand Strategy
  72. 9.03: Global Branding
  73. 9.04: Global Brand Structures
  74. 9.05: Determinants of Global Brand Structure
  75. 9.06: Managing Key Strategic Brands
  76. 10: Global Channels and Supply Chains
  77. 10.01: Global Channels and Supply Chains Summary
  78. 10.02: Basics of Distribution Channels
  79. 10.03: Global Supply Chains
  80. 10.04: Global Sourcing and Distribution
  81. 10.05: Organizing The Channel
  82. 11: Global Promotions
  83. 11.01: Global Promotions Summary
  84. 11.02: Changes in Promotion
  85. 11.03: Global Communication Platform
  86. 11.04: Global Communication Strategies
  87. 12: Global Pricing
  88. 12.01: Global Pricing Summary
  89. 12.02: Basics of Pricing
  90. 12.03: Introduction to Global Pricing
  91. 12.04: Global Pricing Approaches
  92. 12.05: Currency Fluctuations and Global Pricing
  93. 12.06: Tariffs and Global Pricing
  94. 12.07: Quotas and Dumping
  95. 13: The International Marketing Plan
  96. 13.01: Marketing Plan Basics
  97. 13.02: Writing the International Marketing Plan