‘Core Principles of International Marketing’ is my second Open Education Resources (OER) textbook effort, which follows my other OER textbook title ‘Core Principles of Marketing’, published in 2017. I have edited this book using own content, and content from a variety of OER sources, and under a Creative Commons Attribution NonCommercial ShareAlike license. This textbook can be used for an introductory level International Marketing course, and I encourage instructors teaching an undergraduate International Marketing course to adopt this textbook and provide me feedback on the content. Although the term ‘International Marketing’ has used throughout the book, the content will pretty much be as applicable if they are read in the context of a ‘Global Marketing’ course. Therefore, the textbook can also be used for an introductory level course in ‘Global Marketing’, and I encourage instructors of the undergraduate ‘Global Marketing’ course to adopt this textbook. Although it is generally assumed that students will have already taken an introductory course in ‘International Business’ before enrolling into the introductory ‘International Marketing’ course, most undergraduate textbooks on International Marketing dedicate considerable space on discussing the basics of the International Business Environments. Therefore I have maintained the same focus while editing this textbook. I have also relaxed the generally held assumption that students will have prior exposure to the introductory principles of Marketing; therefore, this textbook also dedicates considerable space to introducing basic marketing concepts such as its definition, segmentation, positioning, pricing, etc., before applying them in an international context.
Type of Material:
Open (Access) Textbook
Recommended Uses:
The book can be used as the main text for teaching international and global marketing.
It can also be used for in-class discussions and assignments.
Technical Requirements:
Google Chrome, Safari, HTML
Identify Major Learning Goals:
Understand the basics of international marketing. Topics covered include globalization, trade, cultural considerations, global supply, pricing, and creating an international marketing plan.
Learn about the social and cultural environment, trade barriers, and success factors.
Target Student Population:
Upper level marketing students
Upper level International Business students
Prerequisite Knowledge or Skills:
Foundation in marketing or international business would be beneficial.
Content Quality
Rating:
Strengths:
The text is simple to read and applicable.
The material is complete,
The site is easy to navigate,
Includes reputable citations and examples.
Concerns:
None.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
This is a quality internationally focused textbook with up to date examples.
It provides students with background on marketing and helps them apply it to international contexts when considering marketing a product globally.
PESTL, CAGE, and segmentation strategies are used.
The text increases the potential for student learning.
Concerns:
None
Ease of Use for Both Students and Faculty
Rating:
Strengths:
The Pressbooks textbook is easy to navigate by clicking on each section or advancing the material forward and backward using large arrow buttons.
Clear and accurate instructions for use.
Concerns:
Uncertain if there is a pdf available for students who need auditory instruction.
Creative Commons:
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