International Marketing 6e

"This new edition offers insights from and shares the expertise of co-author George Hiller, a business professor, lawyer, and former international trade manager and banker. His perspectives on trade operations at governmental and nongovernmental-organization level and his insights into small and medium enterprises constitute valuable contributions to this edition. Written during a turbulent period of protectionist actions, when the vast benefits of free trade were questioned and aggressively challenged, along with the existing world order, this new edition offers insights into disruptive trade, economic, and political environmental developments and their effect, direct and indirect, on marketing. Includes new coverage on services exports and the booming international e-commerce and e-payments sectors. The 6th edition offers new insights into international marketing in emerging markets, with new and current examples from emerging markets, in particular, from Latin America and Africa. All cases have been revised and updated to offer current company examples, and industry and international trade developments. Several new cases were added. As always, this book reflects Dana-Nicoleta Lascu's teaching philosophy: presenting vivid, real-world examples that help students to better understand international marketing theory. Professor Lascu shares her own perspectives as a product of different cultures who has experienced and observed marketing on five continents. Professor Hiller has substantial experience with international trade promotion, as well as business and management in Latin America, which complements Dr. Lascu's research background and extensive experience in Europe, sub-Saharan Africa, and North Africa and the Middle East. These experiences are further supplemented with material collected in the authors' recent research and other fieldwork and with materials obtained from various international sources: newspapers and magazines, government and nongovernmental organizations' publications, as well as publications aimed at expatriates." --