INTERNATIONAL MARKETING FOR BUSINESS

Penulis :

Prof. Dr. Gancar C. Premananto, SE. MSi.
Assoc. Prof. Dr. Masmira Kurniawati, SE., MSI.
Assis. Prof. Muhammad Ali Ahmad
Assoc. Prof. Dr. Tong Konrawan Rattanaburi

ISBN : –

Jumlah Hlm : x + 173
Ukuran : 15 x23 Unesco
Kertas : Bookpaper
Tahun Terbit : 2026
Editor : –

SINOPSIS

International Marketing for Business provides a comprehensive guide for students to navigate the complexities of the global marketplace, covering everything from macro environmental challenges such as political, legal, and historical factors to a deep understanding of cultural dynamics within international business systems. Through a systematic approach, this book explores global market research strategies, product and service management, and the coordination of international distribution channels and integrated marketing communications to reach diverse consumers. By focusing on practical skills in international pricing strategies and sales management, this book serves as an essential reference for anyone seeking to master the art and strategy of business expansion amidst the rigors of global trade competition.

Daftar Isi

Preface…………………………………………………………………………………………………v
Table of Content…………………………………………………………………………….viii
Chapter 1: Introduction to International Marketing………………….1
A. The Scope and Challenges of International Marketing .1
B. The Importance of Global Awareness …………………………….6
C. Self-Reference Criterion (SRC) and Ethnocentrism ….10
Chapter 2: The Dynamic Environment of International
Trade…………………………………………………………………………………………………17
A. The Emergence of Global Markets………………………………..17
B. Trade Barriers: Tariffs, Quotas, and Non-Tariff
Barriers ………………………………………………………………………………22
C. The Role of International Organizations
(WTO, IMF, World Bank)………………………………………………..25
Chapter 3: Foundations of International Marketing: History
and Geography………………………………………………………………………………..30
A. Historical Perspective in International Marketing ……30
B. Geography, Resources, and World Trade ……………………35
C. Environmental Issues and Global Population Trends 37
Chapter 4: Cultural Dynamics in Global Markets …………………….43
A. The Elements and Origins of Culture……………………………43
B. Culture, Management Style, and Business Systems…..49
C. Cross-Cultural Communication and Negotiation……….51
Chapter 5: The Political Environment: A Critical Concern …….59
A. Political Risks of Global Business………………………………….59
B. Assessing Political Vulnerability …………………………………..62
C. Strategies to Minimize Political Risk ……………………………65
Chapter 6: The International Legal Environment……………………71
A. Bases for Legal Systems
(Common Law, Civil Law, Islamic Law)……………………….71
B. Jurisdiction in International Marketing Disputes………75
C. Intellectual Property Rights and Cybersecurity Laws80
Chapter 7: International Marketing Research………………………….86
A. The Scope of International Marketing Research………..86
B. Multicultural Research: Methods and Challenges……..90
C. Estimating Market Demand and Forecasting……………..93
Chapter 8: Global Marketing Management……………………………. 101
A. Global Market Segmentation and Targeting……………. 101
B. International Market Entry Strategies (Exporting,
Licensing, Joint Ventures, FDI)…………………………………… 104
C. The Planning Process for Global Markets………………… 107
Chapter 9: Products and Services for Consumers in
International Markets………………………………………………………………… 112
A. Product Adaptation vs. Standardization ………………….. 112
B. International Marketing of Consumer Services ……… 115
C. Global Brand Management and Diffusion of
Innovations…………………………………………………………………….. 119
Chapter 10: International Marketing Channels ………………….. 126
A. Channel-of-Distribution Structures ………………………….. 126
B. Managing Middlemen and Distribution Logistics ….. 129
C. The Impact of E-commerce on Global Channels …….. 132
Chapter 11: Integrated Marketing Communications and
International Advertising………………………………………………………….. 137
A. Global Advertising Strategies …………………………………….. 137
B. Creative Challenges and Legal Constraints ……………… 140
C. The Role of Public Relations in a Global Context……. 143
Chapter 12: Personal Selling and Sales Management………….. 148
A. Designing the Global Sales Force……………………………….. 148
B. Recruiting and Managing International Sales
Personnel ……………………………………………………………………….. 151
C. The Challenges of Expatriates in Foreign Markets … 154
Chapter 13: Pricing for International Markets……………………… 158
A. Factors Influencing International Pricing………………… 158
B. Price Escalation and Countertrade……………………………. 161
C. Transfer Pricing and Managing Exchange Rate
Fluctuations……………………………………………………………………. 164
Chapter 14: Global Marketing Evaluation ……………………………… 169
A. ROMI (Return on Marketing Investment)……………….. 169
B. Evaluating Sustainable Marketing…………………………….. 172
Reference ……………………………………………………………………………………… 177
About Author……………………………………………………………………………….. 167