International Marketing Strategy: Analysis, Development & Implementation

✍ Scribed by Robin Lowe, Alexandra Kenyon, Isobel Doole

• Publisher: Cengage Learning EMEA
• Year: 2019
• Tongue: English
• Leaves: 497
• Edition: 8
• Category: Library

✦ Synopsis

Fully updated and revised, the eighth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets. It provides students with accessible content from around the world including newly emerging economies as well as explaining the increasingly global risks such as natural disasters and the role of digital developments. An exciting range of features including Management Challenges, Directed Study Activities and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.

✦ Table of Contents

Cover
BRIEF CONTENTS
Contents
Preface
About the authors
Acknowledgements
PART I 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 1 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 2 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 3 Directed Study Activity: International marketing planning: implementation, control and evaluation
Glossary
Credits
Index