International Marketing Strategy 5e

Isobel Doole, Sheffield Hallam University
Robin Lowe, Sheffield Hallam University
ISBN-13: 9781844807635
ISBN: 1844807630

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This new and completely revised edition ensures the best-selling textbook International Marketing Strategy continues to meet the needs of the international marketing student and practitioner in an up to date an innovative manner.It succeeds in maintaining the clarity of the previous editions while incorporating new and original material which ensures its continued status as the number one UK text on international marketing. The book is divided into three main subject areas, analysis, strategy development and implementation. In each of the key subject areas the book continues to stress the importance of building the skills, aptitudes and abilities of managers in order to equip their firms to compete effectively in the global marketplace.

Chapter Abstracts

• Ch. 1 An Introduction to International Marketing  [Purchase this echapter]
  Chapter One covers SLEPT factors to assess international markets, the differences between export marketing, international and global marketing and the criteria required to evaluate a company's international marketing strategy.
• Ch. 2 The International Trading Environment  [Purchase this echapter]
  Chapter Two covers the effects and implications of the factors impacting on world trade; the key trends in the major regional trading blocs around the globe and the role of the major world institutions that foster the development of multilateral free trade across the world.
• Ch. 3 Social and Cultural Considerations in International Marketing  [Purchase this echapter]
  Chapter Three covers social and cultural factors impacting on an international marketing strategy; the cross-cultural complexities of buying behaviour in different international markets; the impact of social and cultural factors on the international marketing process and a cross-cultural analysis of specified international markets.
• Ch. 4 International Marketing Research and Opportunity Analysis  [Purchase this echapter]
  Chapter Four covers the key roles of marketing research in international marketing; the concepts and techniques to identify and evaluate opportunities internationally; market profile analysis of a foreign country market and the difficulties and issues that arise in developing multi-country primary research studies.
• Ch. 5 International Niche Marketing Strategies for Small and Medium-sized Enterprises  [Purchase this echapter]
  Chapter Five covers the nature and the types of international marketing undertaken in the SME sector, the different strategic approaches to international marketing adopted by SMEs, the factors affecting SME international strategic management, the characteristics of the different stages of international development of SMEs and how to evaluate the factors for success and failure in SME international marketing.
• Ch. 6 Global Strategies  [Purchase this echapter]
  Chapter Six covers the various aspects of globalisation and be able to compare and contrast the alternative global strategies, the factors that determine a firm's choice of global strategy, the challenges that firms face in developing a global presence, the role of branding in globalisation and the factors affecting global marketing management.
• Ch. 7 Market Entry Strategies  [Purchase this echapter]
  Chapter Seven covers the alternative market entry options available to firms seeking to develop new country markets, the different levels of involvement, risk and marketing control of these market entry methods, the criteria for selecting between the market entry options, the advantages and disadvantages of the different market entry methods and the motivations and challenges of market entry partnership strategies, such as alliances and joint ventures.
• Ch. 8 International Product and Service Management  [Purchase this echapter]
  Chapter Eight covers the nature of international product and service marketing, the factors affecting international product and service strategy development both external and internal to the firm, the issues that affect international product and service management across borders, the implications of the image, branding and positioning of products and services in international markets and how new product development contributes to the international product and service strategy.
• Ch. 9 International Communications  [Purchase this echapter]
  Chapter Nine covers the nature and role of communications in implementing international marketing strategies, the challenges faced in the successful management of international marketing communications, the use of the elements of an international communications strategy, including corporate identity, products and services promotion and the development of relationships with customers, the use and the limitations of the communications tools in international marketing and the value of integrating the communications by standardising programmes and processes, where possible, and adapting to local needs, where necessary.
• Ch. 10 The Management of International Distribution and Logistics  [Purchase this echapter]
  Chapter Ten covers how to strategically evaluate potential foreign distribution options for a given situation, the complexities of efficiently managing intermediaries in an international marketing context, the difference in retailing infrastructures across the globe, potential solutions to developing a logistics strategy in foreign markets and the export documentation process.
• Ch. 11 Pricing for International Markets  [Purchase this echapter]
  Chapter Eleven covers the issues that affect international pricing decisions, different strategic options for pricing across international markets, how to differentiate between the problems facing companies engaged in foreign, market pricing and those faced by companies trying to coordinate strategies across a range of global markets and solutions to the problems of pricing in high-risk markets.
• Ch. 12 International Marketing Implementation Through Enabling Technologies  [Purchase this echapter]
  Chapter Twelve covers how technology has changed the nature of international marketing strategy, the role of the enabling technologies in the international marketing strategy process, the technology enabling tools and their use in the international marketing strategy, the integration of solutions to international marketing strategy problems through the use of enabling technologies and the challenges posed by the use of enabling technologies now and in the future.