Essentials of International Marketing

This unique textbook covers all the key topics for the International Marketing course in a concise and brief manner, thereby fitting nicely into most semester-long academic programmes. The author, from his long teaching experience has organized each chapter to fit into the stipulated teaching period, taking special care about its pedagogy and language at the same time.

The book has been extensively class-tested and is well-crafted to serve as a learning tool and ready reference for students. Each chapter includes an opening case vignette, learning objectives, plentiful exhibits and tables, chapter summaries, key terms and questions for discussion. The book concludes with a detailed glossary.

Key Features
— A separate chapter has been devoted to Countertrade. The international marketers frequently encounter requests for countertrade in today’s business scenario. There is every possibility of losing business opportunities due to lack of knowledge on countertrade
— Business examples have been used throughout the book, wherever applicable
— Each chapter starts with a dedicated vignette, mostly based on factual illustration about specific companies

DONALD L. BRADY (Ph.D., University of Alabama) is a professor of marketing and chairman, Department of Business Administration at American University in Bulgaria. Previously, he was a faculty of Youngstown State University, Birmingham-Southern College, where he held the Elton B. Stephens chair of Marketing and Sales Management, and Millersville University, where he served as department chair professor and created and directed the university’s Small Business Institute.
Before entering academia, he worked in industry for Armstrong World Industries, Inc., Rust International Inc., and the 3M Company. His teaching and research specialties include international marketing, sales force management, marketing research, research methods for business, and business ethics.