Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture - culture, language, political/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 sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. New to the second edition: More global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka Brand new chapter on Culture & Cross-Cultural Marketing, including political unrest and the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries New coverage of digital advances and social media marketing Updated theory and methods, including Service Dominant Logic (S-DL), Consumer Culture Theory (CCT), and Netnography Additional videos supplementing the comprehensive online resource package for students and lecturers A wealth of online resources complement this book. These include a test bank of 50-65 questions per chapter, PowerPoint slides, sample syllabi, interactive maps, country fact sheets, flashcards, SAGE journal articles, and guidelines for developing a marketing plan.
The new third edition provides readers with the fundamental theories and concepts for understanding how business is done in Europe, linking it to the current European business environment through a range of up-to-date case studies and examples. Revised and updated to include recent changes in the economic and political climate of Europe, and thematic perspectives on key contemporary European challenges, the authors also bring into consideration non-EU Business in the EU as well as the way Brexit is likely to affect businesses. Also new to this edition: Examples and cases from a wider range of European member states, including Tesla, Airbnb, Ryanair, Belgian AB InBev's acquisition of British SABMiller, and the expansion of Alibaba Group in Europe. Enhanced material on business in EFTA and CEFTA areas. Analysis of the effects digitalisation, business analytics and Artificial Intelligence have on business in Europe. Coverage of the challenges and opportunities stemming from migration and the refugee crisis. A specific focus on the gig and shared economy. An investigation into how sustainability and climate change agreements impact on business. The book is supported by online resources for lecturers and students, including an instructor's manual, PowerPoint Slides, multiple choice questions, class-based role play instruction guides, chapter summaries, and links to relevant videos and podcasts. Suitable reading for students on European business modules at both undergraduate and postgraduate level.
Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture - culture, language, political/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 sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. New to the second edition: More global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka Brand new chapter on Culture & Cross-Cultural Marketing, including political unrest and the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries New coverage of digital advances and social media marketing Updated theory and methods, including Service Dominant Logic (S-DL), Consumer Culture Theory (CCT), and Netnography Additional videos supplementing the comprehensive online resource package for students and lecturers A wealth of online resources complement this book. These include a test bank of 50-65 questions per chapter, PowerPoint slides, sample syllabi, interactive maps, country fact sheets, flashcards, SAGE journal articles, and guidelines for developing a marketing plan.
The new third edition provides readers with the fundamental theories and concepts for understanding how business is done in Europe, linking it to the current European business environment through a range of up-to-date case studies and examples. Revised and updated to include recent changes in the economic and political climate of Europe, and thematic perspectives on key contemporary European challenges, the authors also bring into consideration non-EU Business in the EU as well as the way Brexit is likely to affect businesses. Also new to this edition: Examples and cases from a wider range of European member states, including Tesla, Airbnb, Ryanair, Belgian AB InBev's acquisition of British SABMiller, and the expansion of Alibaba Group in Europe. Enhanced material on business in EFTA and CEFTA areas. Analysis of the effects digitalisation, business analytics and Artificial Intelligence have on business in Europe. Coverage of the challenges and opportunities stemming from migration and the refugee crisis. A specific focus on the gig and shared economy. An investigation into how sustainability and climate change agreements impact on business. The book is supported by online resources for lecturers and students, including an instructor's manual, PowerPoint Slides, multiple choice questions, class-based role play instruction guides, chapter summaries, and links to relevant videos and podcasts. Suitable reading for students on European business modules at both undergraduate and postgraduate level.
In Globalization, the author explores the various intermingled aspects that make up the processes and controversies of globalization; he discusses the history and rise of the concept, sceptical and critical ideas about it, the debates around a global culture, and the implications of globalization for work, business, management and organizations. Conceived by Chris Grey as an antidote to conventional textbooks, each book in the 'Very Short, Fairly Interesting and Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way. Suitable for students of international business and anybody interested in the concept of globalization.
In Globalization, the author explores the various intermingled aspects that make up the processes and controversies of globalization; he discusses the history and rise of the concept, sceptical and critical ideas about it, the debates around a global culture, and the implications of globalization for work, business, management and organizations. Conceived by Chris Grey as an antidote to conventional textbooks, each book in the 'Very Short, Fairly Interesting and Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way. Suitable for students of international business and anybody interested in the concept of globalization.
The Second Edition of International Business includes recent impacts on international business such as the financial crisis, Brexit and the changing political landscape, Chinese steel prices and the Panama Papers revelations. It includes two new chapters on understanding people and organizations in International Business as well as coverage of recent international reports from Amnesty, Oxfam and the World Bank. Conceived by Chris Grey as an antidote to conventional textbooks, each book in the 'Very Short, Fairly Interesting and Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way. Suitable for students of International Business, professionals working in global organizations and anyone curious about the workings of the international business world.
In Cross-Cultural Management, the author takes a critical, power-sensitive and culturally-aware perspective that moves beyond the paradigms debate, placing greater emphasis on the holistic nature of culture and its managerial consequences and taking into account the diversity and multiple identities apparent in cross-cultural management. Conceived by Chris Grey as an antidote to conventional textbooks, each book in the 'Very Short, Fairly Interesting and Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way. Suitable for students of cross-cultural management, human resource management or workplace diversity and professionals working in organizations and intercultural training.
In Cross-Cultural Management, the author takes a critical, power-sensitive and culturally-aware perspective that moves beyond the paradigms debate, placing greater emphasis on the holistic nature of culture and its managerial consequences and taking into account the diversity and multiple identities apparent in cross-cultural management. Conceived by Chris Grey as an antidote to conventional textbooks, each book in the 'Very Short, Fairly Interesting and Reasonably Cheap' series takes a core area of the curriculum and turns it on its head by providing a critical and sophisticated overview of the key issues and debates in an informal, conversational and often humorous way. Suitable for students of cross-cultural management, human resource management or workplace diversity and professionals working in organizations and intercultural training.
