International Marketing, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The authors provide relevant historical background and offer logical explanations of current trends based on information from marketing executives and academic researchers around the world.||About the Author||Masaaki Kotabe holds the Washburn Chair Professorship in International Business and Marketing at the Fox School of Business at Temple University. Prior to joining Temple University in 1998, he was Ambassador Edward Clark Centennial Endowed Fellow and Professor of Marketing and International Business at the University of Texas at Austin. Dr. Kotabe served as President of the Academy of International Business in 2016?2017. Kristiaan Helsen has been an associate professor of marketing at the Hong Kong University of Science and Technology (HKUST) since 1995. Prior to joining HKUST, he was on the faculty of the University of Chicago for 5 years. He has lectured at Nyenrode University (the Netherlands), the International University of Japan, Purdue University, the Catholic University of Lisbon, and CEIBS (Shanghai). His research areas include promotional strategy, competitive strategy, and hazard rate modeling. Prateek Maheshwari is an Assistant Professor of Marketing at the Indian Institute of Foreign Trade (IIFT), New Delhi. A passionate teacher and mentor, Dr. Maheshwari has many years of both academic and corporate experience. He is an advocate of collaborative and experiential learning and strongly believes that the true purpose of education is to make minds, not careers. He is constantly motivated to explore and investigate emerging research issues in the field of Marketing and General Management.