International Marketing Strategy: Analysis, Development and Implementation （10TH）

Doole, Isobel/ Lowe, Robin/ Kenyon, Alexandra

Cengage Learning EMEA（2025/04発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 544 p.
• 言語 ENG
• 商品コード 9781473795938
• DDC分類 658.84

Full Description

Now in its tenth edition, this popular text has been comprehensively updated and revised to reflect changing world events that are impacting international marketing and the challenges posed by the latest developments .
The text provides accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments. An exciting range of features including Management Challenges, Illustrations and contemporary case studies guide you through the complexities of international marketing as it responds to a rapidly changing environment.

Contents

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 marketing and digital communications
10. The management of global supply chain processes and distribution
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