College students have shown an aversion to reading textbooks in recent years. As more information has became available on the Internet, and students, like most people today, tend to read more from their smart phones and advices, textbooks have taken a back burner to online digital content. Additionally, many students have reported that there is too much unnecessary information contained in the textbooks they read, causing them to feel that they are spending, and wasting ,too much time when reading textbooks.
Additionally, student in my classes appreciate real-world experiences, Students report that they often do not experience enough prectical information in classes and cources that they take with in their college curriculum, There fore,writing a textbook that incorpporates practical experience along with academic content seemed to be an endeavor that would provide value to the readers.
This textbook is therefore written with the above commentary in mind, it is the intention to present the essentials of international marketing. The additional learning that students gain comes from the research and classroom presentations and reports conducted by the students. This textbook therefore provides the framework for learning the subjectmatter of international marketing, and more enhanced learning is provided by participative student engagement. This textbook is accordinly written to be in alignment with this preferred teaching style that requires contributionas by the students to enhance the learning obtained in the course.
This textbook has three target audiences. First, student taking courses in international marketing or global marketing can use this as a primary textbook. Second, students taking a cource in principles of marketing where their professor intends to expand their knowledge due to the globalization of marketing functions in today's world economy, can use this as a supplemental knowledge, and prehaps engage in international marketing in the near or distant future, can use this as a foundation textbook.
As this book is written by a practitioner in international marketing who later became a college professor who teaches international marketing, it is written to provide a meaningful balance of acadmeic content and practical advice.