Discription

The 5th edition reflects the author's teaching philosophy: creating vivid, memorable examples that help students retain international marketing theory and facts. Dana Lascu shares her perspectives as a product of different cultures who has experienced and observed marketing on five continents. She explains in detail current political and economic crises, such as the European Union near-unraveling, prompted by the Greek debt crisis; the Russian annexation of Crimea and Sevastopol, and Russia's suspension from the G8. There is a focus in the text and in the new cases on new companies and their branding strategies in countries at all levels of development. In addition, there is more emphasis on branding and new sections on the importance of brand names and country branding.