Now in its seventh edition, this popular textbook has been developed to help students learn, understand and practice all of the elements of the international marketing strategy process.
The seventh edition has been fully updated to reflect the key developments in international marketing as well as maintaining the international coverage in the case studies and illustrations.
Isobel Doole is Deputy Dean of the Sheffield Business School and Professor of International Marketing, Sheffield Hallam University, UK. Robin Lowe is retired from the Sheffield Business School and was formerly Director of Business Advantage at the Sheffield Business School, Sheffield Hallam University, UK. Alexandra Kenyon is Researcher and Course Director for MSc International Tourism and Hospitality at Leeds Beckett 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. Isobel Doole is Professor of International Marketing at Sheffield Hallam Univarsity and a Senior Examiner on the Post Graduate Professional Diploma of The Chartered Institute of Marketing. She is Head of the Research Centre for Individual and Organisational Development at the university and has considerable experience at a senior level working across a number of industries with international and UK companies in the field of international marketing and strategic marketing decision making.
Part 1 Analysis 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 2 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 3 Implementation 9.International Communications 10.The Management of International Distribution and Logistics 11.Pricing for International Markets 12.Technology Enabled Sustainable International Marketing