International Marketing: Strategy and Theory

by Sak Onkvisit, Michael A. Merz, John J. Shaw

Overview

This comprehensive text provides students with a solid foundation in international marketing theory, research, and practice.

Fully updated throughout, the book covers all the latest trends and topics, including e-commerce, digitalization, corporate sustainability, business ethics, corporate social responsibility, cryptocurrency, and the broader political and economic context. New international case studies and mini-cases from the US, Europe, China and Japan are incorporated, alongside enhanced pedagogy to structure learning such as chapter objectives, summaries, and discussion questions. Placing a unique emphasis on the importance of academic research, all academic references and marketing theories have also been updated.

Demonstrating the complexities of marketing on a global scale, this well-regarded text should be core reading for advanced undergraduate and postgraduate students of international and global marketing, marketing management, and strategic marketing.

Online resources include chapter-by-chapter PowerPoint slides, a test bank, cases and discussion questions, and videos to accompany specific topics.

Product Details

ISBN-13:	9781032583662
Publisher:	Taylor & Francis
Publication date:	06/04/2025
Edition description:	6th ed.
Pages:	540
Product dimensions:	6.88(w) x 9.69(h) x (d)

About the Author

Sak Onkvisit is Professor Emeritus of Marketing at San José State University, U.S.A. He has authored several books and has published in leading journals. An internationally recognized scholar, he has taught in several countries and has served as a Fulbright Senior Scholar and a Fulbright Senior Specialist.

Michael A. Merz is Professor of Marketing and Chair of the Department of Marketing and Business Analytics at San José State University, U.S.A. He has published extensively in marketing journals. The Wall Street Journal ranks San Jose State University as No. 2 among public universities for graduates’ marketing salaries.

John J. Shaw has retired from his position as Director of the MBA Program at Providence College. Before his retirement, he co-authored three books and over 80 papers in journals and at conferences.

Table of Contents

Part 1: Overview of World Business 1. Nature of International Marketing: Challenges and Opportunities 2. Trade Theories, Marketing Barriers, and Economic Integration Part 2: World Market Environment 3. Political and Legal Environment 4. Culture Part 3: Planning for International Marketing 5. Marketing Research and Information Systems 6. Foreign Market Entry Strategies Part 4: International Marketing Decisions 7. Product Strategies: Product Planning 8. Product Strategies: Intellectual Property and Branding Decisions 9. Distribution Strategies: Channels of Distribution 10. Distribution Strategies: Physical Distribution and Documentation 11. Promotion Strategies: Personal Selling, Publicity, and Sales Promotion 12. Promotion Strategies: Advertising 13. Pricing Strategies: Pricing Factors and Terms of Sale and Payment 14. Pricing Strategies: Money, Currencies, and Foreign Exchange Part 5: Special Topics 15. Sustainable Marketing and ESG (Environmental, Social, and Governance) 16. Digital Marketing

Editorial Reviews

"International Marketing: Strategy and Theory is an interesting and engaging book that provides an expanded and comprehensive view of international marketing.  The textbook blends theory, research, and real-world international marketing issues in a way that stimulates student’s interest and learning.  The text is well written and is presented in a fashion that links theoretical concepts to up-to-date case material.  The approach facilitates student’s understanding of the key processes involved in international marketing strategy. This textbook is highly recommended for any international marketing courses."

John E. Butler, Professor Emeritus, University of Hawaii

"The sixth edition of International Marketing: Strategy and Theory is masterfully written to integrate theoretical and managerial insights into important aspects of international marketing. Appropriately, the new edition provides readers with cutting-edge developments and real-world applications, making this book a comprehensive resource for learning about many facets of international marketing.  The authors have added new insights regarding sustainability issues and digital marketing. To enhance the richness of the text, they have also included many user-friendly features, like a list of videos, cases, exciting vignettes, and discussion assignments. The integration of theory and practice, along with cases, videos, and other insights, makes this book an essential read for students, educators, business professionals, and policymakers." 

Nitish Singh, David Orthwein Professor and Director of Ph.D Program, Saint Louis University

"It is important to present a system of specialized knowledge that objectively and theoretically captures marketing activities being carried out internationally. This book, written by three top marketing researchers, faithfully follows the basic theoretical framework of marketing and will provide essential expertise for those engaged in international business.  The book will stimulate the interest of students who are about to study or research international marketing by showing the diversity of issues in this field.  For these reasons, the book provides an excellent representation of the field of international marketing."

Ikuo Takahashi, Aoyama Gakuin University and Professor Emeritus, Keio University

"This is an in-depth and well-structured textbook.  It is an easy-to-read guide to international marketing and provides valuable insights while creatively merging theory and practice."

Pavan Munaganti, Assistant Professor, Washington State University

"Recognizing cultural differences is essential for international marketers. If you want to gain insights into the nature of society through the lens of international marketing, this book is a valuable resource."

Kosaku Morioka, Lecturer, Tokyo Keizai University

From the Publisher