Description
The new edition of International Marketing combines foundational marketing theory and practice and illustrates the latest advances in international trade agreements and legislation with specific reference to the southern African region. The second edition of this title deals with important issues such as the international marketing mix, barriers to international trade, and international market research. International Marketing is the only textbook written by a team of South African academics and practitioners.

Key features

• A new chapter on segmentation, targeting, and positioning completes the marketing mix
• A greater focus on South African trade agreements ensures that the content is presented in a relevant context
• An applicable case study with questions at the end of each chapter assists students with self-assessment.

Contents