Title: More about International Business than Marketing
Review: This text is too focused on the complexities of doing business internationally. It dedicates too much time to culture and history and far too little on basic Marketing, extrapolated to the global scene. For example, the product and market planning sections are very superficial(one chapter)and do not explain to the student (preferably through case studies, which I use)how exactly Marketing is carried out in the global setting. Also, there are chapters on products for consumers and business, and middlemen in distribution which my advanced students found boring. I now use Kotabe, which has a stronger orienation toward the practice of global Marketing rather than business.
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