Overview

This volume offers an excellent understanding of international marketing theory and practice within a constantly-changing and increasingly-complex global environment, with greater emphasis on developing countries. Designed for academics, researchers, students, practitioners, and policy-makers in the fields of international marketing, international business, and international trade, the book provides in-depth knowledge and understanding of contemporary theories and their applications in international marketing functions and practices. It exposes the readers to the global environmental forces that impact on international marketing involvement and the basic marketing strategies suitable for international marketing. As such, it will enable the reader to develop skills for effective planning, organization, execution, and control of international marketing operations. While a great deal of effort has been spent on meaningfully integrating the theoretical foundations and actual business practices, various concepts are supported by compelling exhibits, industry-specific examples, and illustrations from developing countries. The questions at the end of each chapter are designed to test the readers' understanding and application of what they have learned in actual situations.

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9781443899543

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Goodluck Charles, PhD, is Senior Lecturer at the Department of Marketing, University of Dar es Salaam, with vast teaching, research and consultancy experience in the international business, entrepreneurship, management, and business environment. He is the former Deputy Director of the University of Dar es Salaam Entrepreneurship Centre, and Coordinator for Research and Publication at University of Dar es Salaam Business School. Dr. Charles is the current Chairperson of the Centre for Policy Research and Advocacy at the University of Dar es Salaam. He is an active member of the International Academy of African Business and Development (IAABD).Wineaster Anderson, PhD, is Associate Professor of Marketing at the University of Dar es Salaam, Tanzania. She has researched and published widely on small and medium-sized enterprises' performance in international business, internationalization for poverty alleviation, and innovation and sustainability in tourism and natural resources. She is the former Dean of the University of Dar es Salaam Business School, and Director of Quality Assurance for the University of Dar es Salaam. Professor Anderson is the current Chairperson of the Technical Advisory Committee to the Minister of Natural Resources and Tourism; the Business, Tourism and Planning Subject Board of the National Council for Technical Education; Natural Resources and Sustainable Tourism in Africa; and the Grain to Grow Foundation.

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