Most people think of marketing when they think of promoting a product. However, marketing can be an entire field, and it largely depends on what you’re promoting. There are many different kinds of marketing, such as advertising, public relations, and sales marketing. While some entrepreneurs choose to specialize in just one area, expert marketers know how to work across each of these platforms.
If you’re looking to specialize in international marketing, then it’s a good idea to familiarize yourself with the most recent publications from some of the most prominent international marketing experts. Doing so will greatly enhance your chances of being able to effectively operate in this field. Below, you’ll find a list of some of the most relevant books published by some of the most recognized international marketing publishers. This list will help you set your studies aside for exams and allow you to dive into the vast world of international marketing without any fear of being overwhelmed.
The Complete Guide to International Marketing: Innovative Strategy and Effective Execution
This is the book that everyone in the field seems to be talking about. Written by none other than David Maass, the author of the international bestseller The Big Change, the guide covers every aspect of performing effective marketing in a global marketplace. The first half of the book focuses on emerging trends and disruptive technologies that have the potential to radically change the way we market products worldwide. The latter half of the book is dedicated to practical advice on how to approach marketing in a multilingual and multicultural environment. It’s a must-read for anyone interested in pursuing a career in marketing.
Cross-Border Marketing: Differentiation, Diversification, and Dilution
This is the sequel to The Complete Guide to International Marketing. In it, the author delves into the key concepts that underlie effective cross-border marketing, including differentiation, diversification, and dilution. These concepts are vital for any marketer who wishes to successfully promote a product or service across international borders. Additionally, the author provides a wealth of case studies from around the world.
The Artistry of Marketing: A Master Class in Marketing Theory
This is the third book from the author of The Complete Guide to International Marketing. In it, he provides a practical guide to marketing theory, helping business students, scholars, and practitioners alike to gain a better understanding of the theories that underpin successful marketing. The author delves into various topics including marketing management, marketing analytics, and brand management, using A-Z case studies to illustrate his points.
Marketing in a Global Environment: How to Predict What Consumers Will Buy
What if we told you that you could accurately predict buying behaviors of people all over the world, simply by studying the markets of specific countries? With so much competition and consumerism emerging online, digital marketers seek out new ways to understand and analyze consumer behavior. This led to the rise of marketing science, which applies data and analytical techniques to marketing problems. This field grew out of industrial marketing and became its own distinct specialty. The author of this book, Michael Burch, examines how marketers can uncover key consumer insights and predicts whether these trends will continue, change, or become obsolete. The book is broken down into three parts: Theoretical Foundations; Digital Marketing; and The Future of Marketing.
The New Marketing: The Science of Marketing Prediction & Forecasting
This is Michael Burch’s follow-up to Marketing in a Global Environment, providing a comprehensive overview of the field as it currently stands. Just as the name suggests, the new marketing explores the future of marketing, specifically how marketers can use science to accurately forecast consumer behavior and needs.
The book begins by examining the evolution of marketing science, from the early days of market research to modern-day marketing analytics. Next, the author provides a primer on how to carry out marketing analytics, including descriptive and inferential statistics, as well as how to interpret and apply the data. This is followed by an in-depth study of how to effectively forecast consumer behavior. The author examines a variety of methods, including regression analysis, exponential smoothing, and artificial neural networks, providing examples and applications alongside in-depth explanations.
Finally, the author highlights some of the major trends that will impact marketing in the coming years, specifically how artificial intelligence and machine learning will change the way we create, measure, and optimize marketing efforts worldwide.
Marketing Research & The Marketing-O-Matic
This is a practical guide to conducting marketing research, covering such essential topics as sampling, data collection, and analysis. Additionally, the author of this book, Dr. Stephen Moore, provides a step-by-step guide on how to use marketing research to your advantage, helping business students and practitioners alike to gain a better understanding of the complex world of marketing research. The book begins by discussing the benefits of marketing research, followed by an explanation of the different types of surveys available, including both structured and unstructured questioning, and how to choose the right tool for the job.
Marketing to the Global Masses
In this book, B.J. Fogg, Christopher Breeden, and Chris Brewster, collectively known as the Compass Marketing Group, draw upon their extensive experience in marketing to provide a comprehensive guide to marketing in emerging markets around the world. The book begins by providing an overview of emerging markets, examining the factors that make up this increasingly important area of the world, including population size, purchasing power, and purchasing habits. The authors then provide invaluable advice on how to effectively market to the world’s emerging middle class, including tips on how to find your target audience, develop a message that will resonate with the masses, and position your products and services for maximum effectiveness.
From Emerging Markets to Global Markets: An International Marketing Primer
If you’re interested in marketing for American businesses abroad, then check out this book from the University of California, Berkeley. It’s a great primer on how to approach marketing in a multicultural environment and provides a wealth of valuable information on public relations, communications, and marketing research, as well as foreign markets and consumer behavior. This is another must-read for anyone interested in becoming a successful marketer.