International Marketing takes a thematic approach to marketing in the 21st century. While academically rigorous, this comprehensive text provides students with plenty of opportunities to apply and evaluate models, `think outside the box' and engage in debate which will help them develop the skills and knowledge they need for the world of business.
This book provides students with the skills to carry out international marketing planning, management and execution from both commercial and not-for-profit perspectives. These skills involve building effective international marketing plans by developing compatible strategies and efficient operations.
While underpinned by the latest developments in academic and practitioner research International Marketing remains uniquely accessible and relevant to today's students by encouraging them to engage in self-development, debate and reflection. It will help them to become effective practitioners with the knowledge to continue questioning, thus encouraging a challenging and enquiring mind.
Geri Clarke currently manages the International Business School consultancy and tutors international students Henley Business School, University of Reading.
Ian Wilson lectures in marketing on a variety of postgraduate, undergraduate and professional institute courses at Staffordshire University where he is a Learning and Teaching Fellow.