This book was written for the purpose of educating future managers to meet international challenges and provides solid foundations that are useful for explanation, prediction, and control of international business activities. This book is highly distinctive in that it is essentially the only book that seriously utilizes scholarly sources to provide theoretical explanation and empirical evidence to support the actual practices of international marketing. Unlike other books which still discuss the traditional concepts in a static manner, this book dynamically offers the latest findings and shows the advancement of those concepts. In spite of its strong theoretical foundations, this book does not describe international marketing concepts in abstract terms, but highly application oriented.
This book employs a pragmatic approach by emphasizing actual applications in the real-world marketplace. It incorporates the latest scholarly works into the text materials so as to reflect the latest progress of academic works. At the same time, it reports the latest practices in the real-world marketplace. The book is more comprehensive than others in its depth of analysis in relevant and significant topics. There are chapters on marketing barriers, financing, foreign exchange, consumer behavior, branding and packaging, and physical distribution.