Nelson Higher Education

Higher Education

International Marketing Strategy, 7th Edition

  • Isobel Doole
  • Robin Lowe
  • Alexandra Kenyon
  • ISBN-10: 1473723701
  • ISBN-13: 9781473723702
  • Paperback
  • Previous Editions: 2012
  • COPYRIGHT: 2016 Published
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Overview

About the Product

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.

About the Author

Isobel Doole

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

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.

Alexandra Kenyon

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

Table of Contents

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