International Marketing Strategy - Hardcover

The new edition of this acclaimed work examines from an analytical and pragmatic outlook how to adapt marketing strategies to prevailing market conditions. Most of the 50 articles are new to the third edition and all are by recognized international experts. They have been carefully edited into an integrated framework to guide and stimulate the reader and fully reflect the rapidly changing world marketing environment. The objective is to help the reader define the problems he or she is likely to encounter in international marketing, bearing in mind that defining the problem is the single most important prerequisite to solving it. The present collection is designed to meet the need of both executives and students for impulses to stimulate their own thinking. It enables the reader to make his or her own diagnosis of differences and similarities in marketing structures around the world, and it provides guidelines for the planning of appropriate marketing strategies.

S. Tamer Cavusgil is Fuller E. Callaway Professorial Chair and Executive Director, CIBER, Georgia State University, Atlanta, GA.

Tamer specializes in the internationalization of the firm, global strategy, emerging markets, and buyer-seller relationships in cross-border business. Tamer s professional career spans teaching, research and administrative responsibilities in international business at Michigan State University, Bradley University, University of Wisconsin, and the Middle East Technical University (Turkey). Tamer has authored more than a dozen books and over 190 refereed journal articles. His work is among the most cited contributions in international business. His books include "International Business: The New Realities", 2nd Ed., co-authored with G. Knight and J. Riesenberger. Tamer holds MBA and Ph.D. degrees in business from the University of Wisconsin.