The 4th edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face everyday. It provides the solid foundation required to understand the complexities of marketing on a global scale. The book has been fully updated with topical case-studies, examples of contemporary marketing campaigns, the most relevant discussion topics as well as the most up- to-date theories, references and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than an anecodotal or descriptive one alone. A companion webiste provides additional material for lecturers and students alike. Contents: Part 1: Overview of World Business 1. Nature of International Marketing 2. Trade Theories, Economic Development and Integration 3. Trade Distortions and Marketing Barriers Part 2: World Market Environment 4. Political Environment 5. Legal Environment 6. Culture 7. Consumer Behaviour in the International Context Part 3: Planning For International Marketing 8. Marketing Research and Information Systems 9. Market Analysis and Foreign Market Entry Strategies Part 4: International Marketing Decisions 10. Product Strategies, Basic Decisions and Product Planning 11. Product Strategies: Branding and packaging decisions 12. Distribution Strategies: Channels of distribution 13. Distribution Strategies: Physical distribution and documentation 14. Promotion Strategies: Personal selling, publicity and sales promotion 15. Promotion Strategies: Advertising 16. Pricing Strategies: Basic decisions 17. Pricing Strategies: Terms of sale and payment Part 5: Financial Environment and Decisions 18. Sources of Financing and International Money Markets 19. Currencies and Foreign Exchange