International Marketing, International Management

International Marketing Strategy: Analysis, Development and Implementation

Name: International Marketing Strategy: Analysis, Development and Implementation
Author: Doole, Isobel , Lowe, Robin
ISBN: 9781844807635

by Doole, Isobel, Lowe, Robin

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Synopsis

This textbook sets out the context, techniques and strategies involved in successful international marketing. It breaks down the area into three main parts: analysis - including trading environment, market considerations, research and opportunities; development - including planning, standardization, entry strategies; and implementation - including product strategy, international communication, distribution, pricing, challenges. It takes material from around the world, including Europe, Australia, Pacific Rim and USA, covering consumer and business to business, manufacturing and services. With short case illustrations, longer integrated cases, summaries and discussion points, undergraduate students should find this easy to use both as a course book and for revision reference. Following the new syllabus of the international marketing section of CIM qualifications, this should also serve as reading for any student undertaking these examinations.