International Marketing

6th edition LASCU & HILLER

Written during a turbulent period of protectionist actions, with the vast benefits of free trade 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 effects, direct and indirect, on marketing. Includes new coverage on services exports and the booming international e-commerce and e-payments sectors. Also presented are insights into international marketing in emerging markets, with new and current examples from, in particular, Latin America and Africa. Finally, all the cases have been revised, with current company examples, and industry and international trade developments.