Sales and Marketing Abroad

Another One Bites the Grass: Making sense of international advertising / Simon Anholt

This text takes on the challenges of advertising and branding in the global marketplace, dissecting why the vast majority of international campaigns fall short. The author is an experienced global marketer – offering practical, real-world advice on successful marketing to a foreign culture while maintaining brand integrity. Illustrates the profound importance of competent global communications.

Global Marketing and Advertising : understanding cultural paradoxes / Marieke K. De Mooij

An insightful and educational revision to Mooji’s earlier work regarding the cultural aspects of international marketing, filled with cultural, country, and company examples that help expound and make clear the absurdities international marketers are likely to come across.

Handbook of Cross-Cultural Marketing / Paul A. Herbig

A useful volume that helps companies to better comprehend, relate to, and work with their clients and counterparts from different cultures globally. This handbook is complete with intriguing, well-substantiated marketing scenarios of success and mishaps, presented to show the attributes of patience with and regard for the natural cultural differences involved in conducting business globally.

International Marketing / Philip R. Cateora; John L. Graham

Offering a comprehensive point of view regarding international markets that touches on history, geography, language, and religion in addition to economics. This text helps students understand the cultural and environmental differences of many countries, and covers recent occurrences and innovations globally affecting business within recent years.