International Marketing Strategy (with CourseMate & EBook Access Card)

Isobel Doole is Professor of International Marketing at Sheffield Hallam Univarsity and a Senior Examiner on the Post Graduate Professional Diploma of The Chartered Institute of Marketing. She is Head of the Research Centre for Individual and Organisational Development at the university and has considerable experience at a senior level working across a number of industries with international and UK companies in the field of international marketing and strategic marketing decision making. Robin Lowe is a Principal Lecturer in International Marketing at Sheffield Hallam University, a Visiting Faculty Member of the University of Porto, Portugal and is an examiner on the Post Graduate Professional Diploma of the Chartered Institute of Marketing. He has considerable business and education experience holding senior positions in industry and in the university. He has carried out research, consultancy and training in the field of international marketing and strategic marketing decision making in the US, Europe and the Middle East.

PART 1 ANALYSIS 1An introduction to international marketing 2The international trading environment 3Social and cultural considerations in international marketing 4International marketing research and opportunity analysis PART 2 STRATEGY DEVELOPMENT 5International niche marketing strategies for small and medium-sized enterprises (SMEs) 6Global strategies 7Market entry strategies 8International product and service management PART 3 IMPLEMENTATION 9International communications 10The management of international distribution and logistics 11Pricing for international markets 12International marketing implementation through enabling technologies