International Marketing

Abstract

Thank you for reading our book! Practicing international marketing and writing a text on the subject have much in common. The focus is on delighting the customer; it is a lot of work; the competition is tough; and it’s fun to succeed. It is therefore with great pleasure that we present the tenth edition of International Marketing to you. In the rapidly changing world of business, only a small portion of textbooks ever see a second edition, much less a tenth one. Publishers change, markets move in new directions, competitors emerge, and authors adjust their commitments to new life situations. So we are very pleased to have served the international marketing market for 30 years now, which, of course, is largely a sign of the continued faith and confidence of our colleagues in our work. Thank you for allowing us to shape the field and have a major impact on what people know about international marketing.