Synopses & Reviews
This new and completely revised edition ensures the best-selling textbook International Marketing Strategy continues to meet the needs of the international marketing student and practitioner in an up to date an innovative manner. It succeeds in maintaining the clarity of the previous editions while incorporating new and original material which ensures its continued status as the number one UK text on international marketing. The book is divided into three main subject areas, analysis, strategy development and implementation. In each of the key subject areas the book continues to stress the importance of building the skills, aptitudes and abilities of managers in order to equip their firms to compete effectively in the global marketplace.
Synopsis
The successful formula of simplifying a complex subject through a user-friendly style, a good balance of theory and implementation and the clear presentation of context, techniques and strategies, makes International Marketing Strategy the book of choice for undergraduate, postgraduate and MBA students and those taking the Chartered Institute of Marketing Diploma.
About the Author
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. 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.
Table of Contents
PART I: ANALYSIS. Introduction. 1. An introduction to international marketing. 2. The international trading environment. 3. Social and cultural considerations in international marketing. 4. International marketing research and opportunity analysis. PART I CASES. PART II. DEVELOPMENT. Introduction. 5. International marketing planning and organisation. 6. International niche marketing strategies for small and medium-sized firms (SMEs). 7. Globalisation. 8. Market entry strategies. PART II CASES. Part III: APPROACHES TO IMPLEMENTATION. Introduction. 9. International product management. 10. International marketing communications. 11. The management of international distribution and logistics. 12. Pricing for international markets. PART III: CASES.