International Marketing / Edition 3

Paperback (Print)
Rent from
(Save 83%)
Est. Return Date: 04/28/2015
Buy Used
Buy Used from
(Save 38%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $61.79
Usually ships in 1-2 business days
(Save 70%)
Other sellers (Paperback)
  • All (10) from $61.79   
  • New (4) from $168.50   
  • Used (6) from $61.79   


International marketing, with the student in mind. International Marketing, 3e provides an in-depth analysis of international marketing, adopting a strategic, applications-oriented approach to country- and region-specific environments. These are illustrated, in the text and in the case studies, with interviews conducted with international and local marketing managers and with marketing theorists who uphold different international marketing philosophies. The text offers an understanding of international marketing theory and practice within a constantly-changing and increasingly-complex global environment, with compelling company and marketing illustrations throughout.

Read More Show Less

Product Details

  • ISBN-13: 9781426628467
  • Publisher: Cengage Learning
  • Publication date: 2/4/2008
  • Edition description: Older Edition
  • Edition number: 3
  • Sales rank: 780,862
  • Product dimensions: 8.40 (w) x 10.90 (h) x 0.80 (d)

Meet the Author

Dana-Nicoleta Lascu was recently named 2005-2006 Fulbright Chair in International Business. Dana is an associate professor of marketing and chair of the marketing department at the University of Richmond, in Richmond, Virginia. She has a Ph.D. in marketing from the University of South Carolina, a Master of International Management with concentrations in marketing and finance from the American Graduate School of International Management (Thunderbird), and a B.A. in English and French from the University of Arizona. She has taught international marketing at the University of Richmond for more than a decade and has published her research in international marketing in journals such as International Marketing Review, International Business Review, European Journal of Marketing, Journal of Euromarketing, Journal of International Consumer Marketing, Journal of Teaching in International Business, and Multinational Business Review. She has organized a number of international conferences and published related proceedings (among them, the 1996 World Business Congress, in Bermuda, and the Sixth Conference on Marketing and Development, 1997, in Romania) and has participated as track chair, session chair, or conference co-chair in numerous other national and international conferences. She is on the editorial board of a number of international marketing journals. Dana Lascu worked previously as a simultaneous and consecutive translator (in English, French, and Romanian) for the Romanian government (the Central Committee if the Youth Union and the Ministry of Foreign Trade) and for the United Nations, Kigali, Rwanda, where the translated documents for the 1982 Round Table for International Aid. She also worked in international training in the United States, teaching managerial skills to civil servants from developing countries and developed related training proposals.

Read More Show Less

Table of Contents

PART 1 - INTRODUCTION TO INTERNATIONAL MARKETING. 1: Scope, Concepts, and Drivers of International Marketing. PART 2 - THE INTERNATIONAL MARKETING ENVIRONMENT. 2: An Overview of the International Marketing Environment. 3: International Trade: Institutional Barriers and Facilitators. 4: Regional Economic and Political Integration. 5: Cultural Influences on International Marketing Chapter Objectives. PART 3 - INTERNATIONAL MARKETING STRATEGY DECISIONS. 6: International Marketing Research: Practices and Challenges. 7:International Strategic Planning. 8:Expansion Strategies and Entry Mode Selection. PART 4 - MANAGING THE INTERNATIONAL MARKETING MIX. 9: roducts and Services: Branding Decisions in International Markets. 10: International Product and Service Strategies. 11: Managing International Distribution Operations and Logistics. 12: International Retailing. 13: The International Promotional Mix and Advertising Strategies. 14: International Publicity, Public Relations, and Sales Promotion Strategies. 15: International Personal Selling and Personnel Management. 16: International Pricing Strategy. PART 5 - INTERNATIONAL MARKETING STRATEGY: IMPLEMENTATION. 17: Organizing and Controlling International Marketing Operations and Perspectives for the Future.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)