The new forth edition from Dana-Nicoleta Lascu (University of Richmond), who is known for providing vivid examples from her research and field work, has updated the entire book, and reflects the author�s teaching philosophy: creating vivid, memorable examples that help students retain international marketing theory and facts. The author shares her own perspectives as a product of different cultures who has experienced and observed marketing on five continents, both as an expatriate and as a local, in a free-market system and under a repressive, anti-consumerist command economy. These experiences are further supplemented with material collected in the author�s recent research and other fieldwork and with materials obtained from various international sources: newspapers and magazines, government and nongovernmental organizations� publications, as well as publications aimed at expatriates. The text adopts strategic, applications-oriented approaches to country- and region-specific environments. These are also illustrated, in the text and in the case studies, with interviews conducted with international and local marketing managers and with marketing theorists who hold different international marketing philosophies.
