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International Marketing Strategy: Analysis, Development & Implementation,
8th Edition

Isobel Doole, Robin Lowe, Alexandra Kenyon

ISBN-13: 9781473758742 | ISBN-10: 1473758742

Copyright 2019

| Published 2019

| 496 pages

List Price USD $71.50

Overview

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Meet the Authors

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Isobel Doole Emeritus Professor of International Marketing at Sheffield Hallam University, UK and previously Dean of Sheffield Business School, Sheffield Hallam University, UK. .

Robin Lowe is a Principal Lecturer in International Marketing at Sheffield Hallam University, a Visiting Faculty Member of the University of Porto, Portugal and is an examiner on the Post Graduate Professional Diploma of the Chartered Institute of Marketing. He has considerable business and education experience holding senior positions in industry and in the university. He has carried out research, consultancy and training in the field of international marketing and strategic marketing decision making in the US, Europe and the Middle East.

Researcher and Course Director for MSc International Tourism and Hospitality at Leeds Beckett University, UK.

  • Updated ‘Management Challenges’ put students in the real world providing them with the opportunity to test the application of what they have learnt in a range of practical examples.
  • Updated case studies enable students to understand the impact of changing global viewpoints, such as the impact of AI technology on the marketing environment and the use of big data by companies.
  • The new edition is fully updated to reflect changing theory and practice in the marketing world and includes an updated chapter on Strategic planning in technology-driven international markets, reflecting the increasing use of technology-based marketing strategy around the globe.
  • A fully updated website with resources new to this edition provide an interactive learning experience.
  • Extensive examples of the internationalization of small and medium-sized enterprises (SMEs) illustrates how companies are working to counteract growing global risks and enriches students understanding of the challenges that lie ahead.
  • New contemporary cases and illustrations draw on a range of organizations, locations and industries carefully selected to bring critical issues to life and stimulate classroom discussions.
  • Excellent coverage of cross-cultural elements ensures students are aware of how cultural divides create pitfalls for the international marketer.

Table of Contents

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Part I: Analysis 1
1. An introduction to international marketing
2. The world trading environment
3. Social and cultural considerations in international marketing
4. International marketing research and opportunity analysis
Part I Directed Study Activity:
International marketing planning: analysis

Part II: Strategy Development
5. International niche marketing strategies for small- and medium-sized enterprises
6. Global strategies
7. Market entry strategies
8. International product and service management
Part II Directed Study Activity:
International marketing planning: strategy development

Part III: Implementation
9. International communications
10. The management of international distribution and logistics
11. Pricing for international markets
12. Strategic planning in technology-driven international markets
Part III Directed Study Activity:
International marketing planning: implementation, control and evaluation

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

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International Marketing Strategy

  • ISBN-10: 1473758742
  • ISBN-13: 9781473758742

Price USD$ 71.50

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