Abstract
The present publication introduces a new concept in marketing in the post-Kotler period. The opening two chapters are devoted to the legislation and strategy in international marketing.
The next four chapters are related and cover marketing research, segmentation, targeting, positioning, pricing, etc. The Chinese phenomenon is analysed in the seventh charter.
The next five chapters, celebrity, internet marketing, international marketing in sport and culture etc., seem to cover different areas but in fact they are fully integrated and connected in the international global economy. New trends in political marketing are analysed in the last charter of the book.
The last chapter demonstrates the growing role of Artificial Intelligence in international marketing.