Synopsis "International Marketing: Winning in the New Global Economy (in English)"
International Marketing: Winning in the New Global Economy introduces students to scholarship and insight that are critical for the success of modern international marketers and business professionals.The opening chapter examines the current state of the global economy, taking into account the political, societal, and economic changes, most recently due to the COVID-19 crisis, that have impacted individuals, business, and the ways in which we work. Additional chapters explore historical events and issues that have shaped the global economy in the new millennium, contemporary trade theories, and the far-reaching impacts of technology, social media, and media.Students consider the pursuit of localization before globalization, analyze the effects of political unrest on international marketing, and learn about trade credit financing instruments. Supply chain logistics and management, international marketing research, personal and cultural factors in global business, and global branding and marketing are covered. The closing chapters survey key international organizations and review key takeaways.International Marketing is an ideal textbook for courses in global business, marketing, and leadership.
