Strategic International Marketing

Autorentext

Thomas Fotiadis is an Associate Professor of Marketing and Head of the Marketing Laboratory at the Department of Production Engineering and Management of the Democritus University of Thrace. He holds a post-doctoral degree in modern advanced statistical methods for the science of marketing and a Ph.D. in marketing (High Technology). In addition, he holds an M.Sc. in business administration, and an M.Sc. in business computing. His first degree is in economic science.

He has more than 22 years of teaching experience at both undergraduate and postgraduate level, in Greek and International Universities and Higher Technological Institutions. Thomas Fotiadis' scientific work has been published in international scientific journals, including the Journal of World Business, the Journal of Tourism Management, the Journal of International Marketing, the Journal of International Business Review, the Psychology & Marketing Journal, and the *Journal of Applied Business Research.
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He has published more than 100 articles in journals, international conferences and book chapters. Additionally, he has published Strategic Marketing for High Technology Products: An Integrated Approach (Routledge, 2018), Marketing and Supply Chain Management: A Systemic Approach (Routledge, 2017), The Customer Value Chain: Integrating Marketing and Supply Chain Management (Routledge, 2021), and he has edited and authored numerous scientific books in the field of marketing (in the Greek language).

Klappentext

Strategic International Marketing: Theory & Practice provides a comprehensive, strategy-driven approach to understanding how firms compete and grow in international markets. Designed for today's globally minded students, the book integrates international marketing theory with strategic analysis, showing how organisations make effective decisions across diverse economic, cultural and institutional contexts.

The text covers core international marketing topics alongside key strategic issues such as digital transformation, sustainability, innovation, ethics and new product development. Throughout, students are guided through practical diagnostic tools that support market assessment, strategic decision-making and performance evaluation. End-of-chapter diagnostics and applied frameworks help reinforce learning and support coursework, exams and group projects.

Written in a clear, accessible style, the book is ideal for upper-level undergraduate courses in international marketing and strategic marketing. Its structured approach makes complex concepts manageable while maintaining analytical depth.

A selection of instructor resources, including test banks, PowerPoint slides and an instructor manual, further supports teaching and learning.

Inhalt

PART I: SETTING THE CONTEXT OF STRATEGIC INTERNATIONAL MARKETING
Chapter 1: The International Marketing Imperative
Chapter 2: Strategic Perspectives of International Marketing
Chapter 3: Researching International Markets
PART II: THE MACRO-ENVIRONMENT OF INTERNATIONAL MARKETING
Chapter 4: The Foreign Macro-environment I
Chapter 5: The international Macro-Environment II
PART III: THE TASK ENVIRONMENT OF INTERNATIONAL MARKETING
Chapter 6: The International Business-to-Consumer Market
Chapter 7: The International Business-to-Business Market
Chapter 8: International Competitor Analysis
PART IV: PREPARING TO ENTER FOREIGN MARKETS
Chapter 9: Target Marketing in International Markets
Chapter 10: Foreign Market Entry
PART V: DEVELOPING THE INTERNATIONAL MARKETING MIX
Chapter 11: International Decisions for Products and Services
Chapter 12: International New Product Development and Product Lifecycle
Chapter 13: International Price Setting
Chapter 14: Pricing Within Foreign Markets
Chapter 15: Distribution in Foreign Markets
Chapter 16: International Marketing Logistics
Chapter 17: International Mass Communications
Chapter 18: International Personal Communications
PART VI: COORDINATING AND SENSITIZING INTERNATIONAL MARKETING STRATEGY
Chapter 19: Organizing, Implementing, and Controlling International Marketing
Chapter 20: Socially Responsible International Marketing