International Marketing Strategy Analysis Development and Implementation 9th edition and Implementation 9th Edition by Robin Lowe, Isobel Doole, Alexandra Kenyon ISBN 1473778697 978-1473778696

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ISBN 10: 1473778697
ISBN 13: 978-1473778696
Author: Robin Lowe, Isobel Doole, Alexandra Kenyon

Major global events such as the COVID-19 pandemic and the UN Sustainable Development Goals have changed the business landscape with significant consequences for trade. Understanding such environmental issues, politics, economics and more, is critical in international marketing strategy. Fully updated and revised, the ninth 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 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 students through the complexities of international marketing as it responds to a rapidly changing environment.

International Marketing Strategy: Analysis, Development and Implementation 9th Table of contents:

Preface

• Overview of the Book
• Structure and Learning Objectives
• Changes and Updates in the 9th Edition
• How to Use This Book

Chapter 1: Introduction to International Marketing

• Defining International Marketing
• Globalization and Its Impact on Marketing Strategies
• Key Drivers of International Marketing Success
• The Role of International Marketing in Business Expansion
• Challenges and Opportunities in Global Markets

Chapter 2: The International Marketing Environment

• Analyzing the Global Business Environment
• Economic, Political, Legal, and Cultural Influences
• Environmental Scanning Techniques
• Identifying Market Opportunities in Diverse Environments
• Adapting to Political and Economic Uncertainty

Chapter 3: Cultural Dynamics in International Marketing

• The Role of Culture in International Marketing
• Cultural Dimensions and Their Impact on Marketing Strategy
• Cross-Cultural Communication and Marketing Practices
• Understanding Consumer Behavior Across Cultures
• Cultural Adaptation and Standardization in Global Marketing

Chapter 4: Market Research and Market Selection

• Conducting Market Research for International Markets
• Understanding International Market Entry Barriers
• Methods for Selecting International Markets
• Quantitative and Qualitative Research Methods
• Using Data to Drive International Marketing Decisions

Chapter 5: International Market Entry Strategies

• Overview of Market Entry Modes
• Exporting, Licensing, Franchising, Joint Ventures, and Direct Investment
• Choosing the Right Entry Strategy for Your Business
• Factors Affecting the Choice of Market Entry Mode
• Risk Management in International Market Entry

Chapter 6: Developing International Marketing Strategies

• Building a Global Marketing Strategy Framework
• Market Segmentation, Targeting, and Positioning (STP) on a Global Scale
• Developing Global Brand Strategies
• Tailoring Marketing Mix (4Ps) for International Markets
• Competitive Strategies in Global Markets

Chapter 7: International Product and Brand Strategy

• Product Standardization vs. Customization
• Global Product Development and Innovation
• International Product Life Cycle
• Managing International Brands and Brand Equity
• Brand Positioning and Brand Communications in Global Markets

Chapter 8: Global Pricing Strategies

• Pricing in the International Context
• Factors Influencing International Pricing Decisions
• Pricing Strategies: Skimming, Penetration, and Competitive Pricing
• Currency Fluctuations and Their Impact on Pricing
• Ethical and Legal Considerations in International Pricing

Chapter 9: Global Distribution and Supply Chain Management

• Distribution Channels in International Markets
• Logistics and Supply Chain Management in Global Markets
• E-Commerce and Digital Distribution Channels
• Managing Relationships with International Distributors
• Overcoming Distribution Challenges in Emerging Markets

Chapter 10: International Promotion and Advertising Strategies

• Advertising and Promotion Strategies Across Borders
• Developing International Advertising Campaigns
• The Role of Social Media in International Marketing
• Public Relations and Sales Promotion in Global Markets
• Cross-Cultural Considerations in International Advertising

Chapter 11: Digital Marketing in International Markets

• The Rise of Digital Marketing and E-commerce
• Online Consumer Behavior and Trends Across Borders
• Social Media Marketing and Its Global Impact
• Digital Advertising Platforms in International Markets
• Mobile Marketing and the Internet of Things (IoT)

Chapter 12: Implementing International Marketing Plans

• Translating Strategy into Action: The Role of Implementation
• Organizing for International Marketing: Structures and Processes
• Managing International Marketing Teams and Partnerships
• Overcoming Challenges in Global Marketing Implementation
• Monitoring and Evaluating International Marketing Performance

Chapter 13: International Marketing Ethics and Social Responsibility

• Ethical Issues in International Marketing
• Corporate Social Responsibility (CSR) and Its Global Impact
• Sustainable Marketing Practices in International Markets
• Addressing Ethical Dilemmas in Global Business
• The Role of Ethical Leadership in International Marketing

Chapter 14: Global Marketing in the Digital Age

• The Influence of Technology on Global Marketing
• Digital Transformation in International Marketing
• The Role of Artificial Intelligence and Big Data
• Innovation and the Future of Marketing in the Global Context
• The Impact of the Digital Economy on International Business

Chapter 15: Trends and Challenges in International Marketing

• Emerging Trends in International Marketing
• Challenges Facing Marketers in a Globalized World
• The Impact of Trade Wars, Tariffs, and Global Regulations
• Marketing in Emerging Markets: Opportunities and Risks
• Preparing for the Future: Agile and Resilient International Marketing

Conclusion

• Key Takeaways from International Marketing Strategy
• Preparing for the Future of Global Marketing
• Final Thoughts on Effective International Marketing

Appendices

• A. Glossary of Key Terms in International Marketing
• B. Resources for Further Study: Books, Articles, and Websites
• C. Case Studies of Successful International Marketing Campaigns
• D. Index

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