ESCP Europe

"Fully updated and revised, the eighth 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 students with accessible content from around the world including newly emerging economies as well as explaining the increasingly global risks such as natural disasters and the role of digital developments. An exciting range of features including Management Challenges, Directed Study Activities and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment." - from publisher

Preface --- About the authors --- Acknowledgements --- PART I: ANALYSIS 1 --- 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 I 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 II Directed Study Activity: International marketing planning: strategy development --- PART III: IMPLEMENTATION --- 9. International communications --- 10. The management of international distribution and logistics --- 11. Pricing for international markets --- 12. Strategic planning in technology-driven international markets --- Case study 1 --- Case study 2 --- Directed study activity ---Glossary..