Abstract
The book "Le Marketing International” was written by Eliane Karsaklian and published in December 2006. The goal of the author, while writing this book, was to highlight the main purpose of international marketing in creating efficient international marketing strategies. E. Karsaklian is a professor of marketing and international marketing in Négocia, executive director of NEGOSUP (master program). She is also a lecturer at the Sorbonne and Dauphine and worked in many foreign universities in India, USA, England and Brazil. She is also involved in training next to large international groups.
This book emphasizes some of the author's ideas by showing the constraints, incredible wealth of working knowledge and research in international marketing strategies. She determines the real and tangible aspects of marketing practice in different cultural contexts. By using several illustrations, and examples, she shows how cultural characteristics impact marketing efforts and outlines the essential practices to be observed in international relations. At the end of the book the author gives tables for analysis, for a better understanding of the environment and a methodology guide of developing marketing strategies.
This review shows a mix of synthesis and analysis in a structured development following the progression of the book. The author developed her investigation by going from the general overview to a specific view in four parts that include, the acceptance of international marketing, the analysis of this theory, the elaboration of the strategy and finally the concept of learning to adapt and accept.
