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.

Features

• A new chapter on segmentation, targeting and positioning completes the marketing mix
• Extra assignments and case studies with questions and answers will be available as ancillary material for lecturers prescribing the book to assist with lesson planning and student assessment
• Greater focus on South African trade agreements means that the content is presented in a relevant context
• The book combines marketing theory with practical examples by providing case studies that illustrate real life applications of the content