International Marketing and Export Management (4th ed.)

Citation

Demick, D.H. (2004), "International Marketing and Export Management (4th ed.)", International Journal of Entrepreneurial Behavior & Research, Vol. 10 No. 1/2, pp. 166-167. https://doi.org/10.1108/13552550410521443

This fourth edition text on international marketing and export management is structured in the traditional tried and tested format, and consists of 14 chapters. I find the book very well structured and takes the reader down a very clearly defined and logical pathway that is not only easy for full study purposes, but also to dip into for reference on specific topics. Each chapter is followed by questions for discussion, case studies, further reading and of course a comprehensive list of references. This structure is valuable to students or business readers using the book as it acts as a method of personal evaluation.

For the lecturer it is a rich source of class material, and as a teacher of international marketing and SME internationalisation and a user of this text, I find it extremely valuable. These modules are taught at two levels, final year (4) on BA business studies and BSc marketing. In addition, the modules are offered at a higher level on postgraduate (masters) courses in marketing, MBA and also communication, advertising and marketing.

Albaum et al. is the recommended text for undergraduate students, but as master's students are advised to choose from a number of books, Albaum is one of a list.

Although I can say with confidence that Albaum's text covers everything I teach in my modules, I encourage undergraduate students to study the text while my lectures and seminars are designed to deepen their knowledge rather than discussing the contents of any text. Albaum is as accurate as possible given the time lapse between writing and publishing. It uses a large number of appropriate sources and examples and I particularly enjoy the style of writing in the book.

As with most text books, lecturers have particular requirements and even favourite sections and cases. I always use case 1.1, 1.2 and 6.3 and find them particularly useful. I dip into the text particularly for other cases when appropriate and find this particularly useful as a basis not only for classes but also when holding seminars and workshops with local business owners.

It is fair to say that no text will meet the needs of all lecturers or students, and one issue I have with the book is the amount of detail in some chapters. I find the final chapter on organisation a little too detailed, as much of the material is standard management organisation with an export or international slant. Whilst understanding that this is meant as a conclusion to the text, I still feel that more could be made of the international dimensions. And if they find what they consider as repetition do not get full value from the overall text. That being said I would not like to see it removed altogether as it does serve a very useful purpose.

A particular strength of the text is found in the preface that gives an excellent introduction to the reader. The aims and objectives are clearly stated. As mentioned, another strength is the style of writing, which is pitched at the right level for university students. This style allows the undergraduate to “study” in conjunction with the case studies. At the same time, masters students can use the text as a benchmark against other sources of information. As stated earlier the structure of the book with the use of introductions, boxes and chapter summaries together with questions, case studies and examples makes the text excellent from a pedagogical perspective. This is true for all students but particularly for undergraduates. The growing importance of e‐commerce in international markets now needs serious discussion in texts and indeed I think warrants a chapter of its own. Texts such as this will require to develop the whole area of “born global” over the coming few years.

In conclusion, whilst a very good text, I am not sure that Albaum fully achieves all of the objectives set out in the preface. Objective one was to make the book as applicable and valuable to SMEs as it is to large corporations, which was always going to be difficult given problems with the definition of an SME in different markets. This causes some cases and discussion questions to sometimes miss the mark. The other two objectives are, I believe, more successfully reached. The only real weakness is the concentration on the US situation, which is particularly difficult for students when reading chapter 13 on distribution.

In summary, I find the text a worthwhile new edition and invaluable in preparation for classes, seminars and workshops and I know that my students find it a worthwhile purchase.