Boeva, B., A. Vassileva, Stopanstvo University Publishing House, Sofia, 2010
The textbook entitled International Marketing presents modern international marketing theory and practice. In line with the objective processes taking place on international markets, the various international marketing practice, and vigorously evolving theory, the main features of international marketing are presented as well.
The authors – Professor Bistra Boeva, Doctor of Economic Science, and Associate Professor Antoaneta Vassileva, Ph.D. have expressed their views on four important issues. The first part examines the modern theoretical approaches towards international marketing – the environment, in which a company operates and develops its marketing initiatives. The second part addresses certain managerial aspects of international marketing, in particular the provision of information and planning. The third part clarifies main company policies – product policy, distribution channels, and communication and price policies. In the last part, the authors have identified the issues of international service marketing. Case studies are presented separately, in an appendix.
In the process of developing the separate chapters and the textbook as a whole, the authors have taken into consideration the persistent features of international marketing as well as the already established new ones under the conditions of the global economic and financial crisis. The rule stating that the crisis confirms, rejects, and gives rise to new ideas and notions has been taken into consideration within reasonable limits. The content of the learning material strikes a balance between the persistent rules and the emerging new theoretical framework imposed by the crisis. The set of monographs and textbooks by distinguished market experts attached to each chapter, on the one hand, and the publication of topical articles, on the other hand, are yet another evidence of this balance. In terms of structure the monograph is in line with the course curriculum.
Professor B. Boeva, Doctor of Economic Science, is the author of the introduction and chapters 1, 3, 4, 5, and 6, and Associate Professor A. Vassileva, Ph.D. – of chapters 2, 7, 8, 9, and 10.