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This book excavates the premises upon which international marketing studies are built, using a wide-ranging, multidisciplinary approach and a clear and lively style. Its focus on the history, ethics and politics of international marketing means that it can dig far deeper than the average textbook in order to ask the questions that really matter.
This book is a much-needed one that addresses a genuine gap in marketing thought. International marketing texts often rely too much on the anecdotal—personal stories about accidentally transgressing cultural boundaries or mistranslating ad campaigns. They also often rely heavily on examples from the 20th century, American contexts, and multinational corporations. What the discipline desperately needs instead is sound, dedicated conceptual scaffolding. This book provides just that.
This is a philosophically rich, critical investigation of international marketing. It is required reading for students and academics alike