International marketing

The fifth edition of the acclaimed publication responds to the dynamic developments in international marketing, especially in the field of digital marketing. The publication provides completely updated data as well as new examples from practice. It is intended for professionals, managers of companies developing international business activities and university students.

The publication deals with the issue of international marketing comprehensively – from marketing environment analysis and international marketing research through strategic planning, forms of entry into international markets, segmentation, market selection, positioning and international brand strategy to the complete marketing mix – international product, pricing, distribution and communication policies. The explanation is supplemented by examples from practice.