Literature Summary - International Marketing for IB

This is the literature summary for International Marketing for IB for the academic year of 2022/2023. The summary is based on the books and articles listed below:
- Principles of Marketing 18thEd., Gary Armstrong and Philip Kotler, ISBN 9781292341132 
- The mandatory articles; "Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Perspective" & "Digital environment in global markets: cross-cultural implications for evolving customer journeys"

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