In recent decades against the background of integrated global trade patterns the complexity
of international marketing and management has increased enormously. Accordingly the momentum
of business opportunities and challenges has accelerated and a firm has to continuously
evaluate its market environment in order to make adjustments that reflect the firm's individual
strengths and weaknesses. This book takes as its perspective that the customer undoubtedly is
positioned in the center of the firm's overall management activities. True understanding of the
customer requires efficient marketing research about the firm's international business
environment. As discussed in the first chapters of the book the firm's business success
depends in part on its ethical standards thus awareness of its environmental and social
responsibility is required. The following chapters concentrate on various aspects of culturally
biased customer behavior and how the firm ensures sensitivity when planning and selecting its
marketing strategies. The most efficient techniques of international market segmentation
targeting and strategic competitive positioning are introduced. Furthermore concepts of
consumer loyalty programs and their implementation in diversified international markets are
presented. An important part is dedicated to describing suitable mixes of marketing policies
for firms operating in culturally heterogeneous international markets. Finally forecasting
changes in consumer behavior as a tool of planning international marketing activities is taken
into consideration. Marketing control mechanisms that seek to increase efficiency of selected
marketing activities further contribute to the valuable insights of this publication. Overall
the authors' intention is to combine the newest theoretical concepts with pragmatic decisions
made by firms. The book is particularly suitable for undergraduate and graduate students taking
courses in international marketing strategic and cultural management. Executives and
practitioners involved in business can take fundamental and updated knowledge from this
publication which hopefully will improve their competitive positions against their rivals in
the global arena.
