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.

Auteur
Robin Lowe is a Marketing and Management Consultant. Through his research, consultancy and policy development work in international trade, innovation and entrepreneurship, Robin has made a major contribution to government policy and business support. He also has considerable experience of consulting and training with multinationals around the world, including IBM, Microsoft, AstraZeneca, Renault Nissan, Huawei and Batelco. He is the joint author of several bestselling texts in international marketing, innovation and entrepreneurship.Alexandra Kenyon is a Course Director in Hospitality Management in the School of Events, Tourism and Hospitality at Leeds Beckett University. Alexandra was an FP7 European Commission Expert Evaluator and is on the Editorial Review Board for the Journal of Advertising Research. Alexandra also has knowledge and experience of empirical research and evaluation of matter congruent with the meetings and events industry and social media marketing for MPI Dallas, US, economic impact studies for the Tour de Yorkshire and social policy research for Leeds City Council of problem and at-risk gamblers following the opening of a large casino in Leeds City Centre.Isobel Doole is an Emeritus Professor of International Marketing at Sheffield Hallam University and previously Dean of Sheffield Business School. She is an experienced marketing professional and senior academic in international marketing and in the international competitiveness of small firms. She has built an international reputation through her academic research and a number of highly successful textbooks. In her career she has worked with a range of companies from those with major international operations to small local exporters. She has also acted as an expert adviser on governmental committees.

Contenu
Part I: Analysis 1 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 I 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 II 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 III Directed Study Activity: International marketing planning: implementation, control and evaluation