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.
Author(s): Robin Lowe, Isobel Doole, Alexandra Kenyon
Edition: 9
Publisher: Cengage Learning
Year: 2022
Language: English
Pages: 545
City: Andover
Cover
Brief Contents
Contents
List of Figures, Tables, Illustrations and Management Challenges
Preface
About the Authors
Acknowledgements
Part I: Analysis
Chapter 1: An Introduction to International Marketing
The Strategic Importance of International Marketing
The International Marketing Environment
Differences between International and Domestic Marketing
The International Market Planning Process
Case Study 1: Fast Food: The Healthy Option Goes Global
Case Study 2: Going International? You Need a Language Strategy
Chapter 2: The World Trading Environment
External Factors Impacting Governments and Businesses
Environmental Risks
Technology Risks
Political Risks and World Trading Patterns
The Reasons Countries Trade
Barriers to World Trade
The Development of World Trading Groups
The European Union
The Single European Market
United States-Mexico-Canada Trade Area
The Asian Pacific Trading Region
Case Study 1: Export Tourism Increases Host Country's GDP
Case Study 2: The Mobile/Cell Phone Services Market in Africa
Chapter 3: Social and Cultural Considerations in International Marketing
Social and Cultural Factors
What Is Culture?
Culture and Consumer Behaviour
Analyzing Cultures and the Implications for Consumer Behaviour
Cross-Cultural Analysis
Social and Cultural Influences in B2B Marketing
Case Study 1: Sustainable Case Study: Starbucks Helps Coffee Farmers Sustain Their Cultural Heritage
Case Study 2: Cultural Challenges of the Brazilian Market
Chapter 4: International Marketing Research and Opportunity Analysis
The Role of Marketing Research and Opportunity Analysis
The Role of International Marketing Research
What Big Data Is Telling Us
Opportunity Identification and Analysis
International Marketing Segmentation
The Market Profile Analysis
Primary Research in International Markets
Problem Discovery and Definition Report
Case Study 1: Global Brands Use of Big Data
Case Study 2: Cultural Segmentation Map
Directed Study Activities
Directed Study Activity: International Marketing Planning: Analysis
Part II: Strategy Development
Chapter 5: International Niche Marketing Strategies for Small- and Medium-Sized Enterprises
The SME Sector and Its Role within the Global Economy
The Nature of SME International Marketing Strategies
The Nature of International Development
Entrepreneur and Family Networks
International Strategic Marketing Management in SMEs
International Entrepreneurship and Fast Growth
The Future of SME Internationalization
Case Study 1: Telensa: A Shining Light in Smart Cities
Case Study 2: Pin It, Share It, Desire It, Sell It
Chapter 6: Global Strategies
Global Strategies of Responsible Businesses
Views of Globalization and Who Has Gone Global
COVID-19's Impact on Global Trade
Alternative Strategic Responses
International Marketing Management for Global Firms
Case Study 1: Huawei: Overcoming Market Obstacles
Case Study 2: Reshoring: Rethinking Global Reach
Chapter 7: Market Entry Strategies
The Alternative Market Entry Methods
Indirect Exporting
Direct Exporting
Management Contracts
Franchising
Exporting through Online Platforms
Foreign Manufacturing Strategies without Direct Investment
Licensing
Foreign Manufacturing Strategies with Direct Investment
Cooperative Strategies
Case Study 1: Wagamama's International Expansion
Case Study 2: IKEA in China: Market Entry Flat Packed?
Chapter 8: International Product and Service Management
The Nature of Products and Services
The Components of the International Product Offer
Product Policy
Managing Products across Borders
Image, Branding and Positioning
Innovation and New Product Development
Case Study 1: A Silver Lining: New Product Developments Needed
Case Study 2: Accor Inseparable Services: Online and Face-to-Face
Directed Study Activity: International Marketing Planning: Strategy Development
Part III: Implementation
Chapter 9: International Communications
The Role of Marketing Communications
The Fundamental Challenges for International Marketing Communications
International Marketing Communications Strategy
The Integration of Communications
The Marketing Communications Tools
Crisis Management
Online Communications
Developing Profitable, Long-Term Marketing Relationships
Case Study 1: Greenpeace: Global Campaigner
Case Study 2: How Do Corporate Brands Survive a Global Crisis?
Chapter 10: The Management of International Distribution and Logistics
The Challenges in Managing an International Distribution Strategy
Selecting Foreign Country Market Intermediaries
Building Relationships in Foreign Market Channels
Trends in Retailing in International Markets
The Management of the Physical Distribution of Goods
Case Study 1: Bulk Wine Shifts the Global Wine Market
Case Study 2: Poor Packaging = Lost Profits
Chapter 11: Pricing for International Markets
Domestic vs International Pricing
The Factors Affecting International Pricing Decisions
Developing Pricing Strategies
Problems in Multinational Pricing
Counterfeiting
Problems in Managing Foreign Currency Transactions
Problems in Minimizing the Risk of Non-Payment in High-Risk Countries
Deciding at What Stage of the Export Sales Process the Price Should Be Quoted
Case study 1: The Impact of Cryptocurrencies
Case study 2: Torque Developments International PLC
Global Challenges
Chapter 12: Strategic Planning in Technology-Driven International Markets
The Challenge
The Enabling Technologies
The Internet and International Business Communications
International e-Markets and e-Marketing
International Marketing Solution Integration
Strategic Planning
Legislation
Moving to a Customer-Led Strategy
The Elements of the Strategic Plan
Case Study 1: Heart Problems? Wearable Tech Could Save Your Life
Case Study 2: Yum! Brands: Eating into New Markets
Yum! Restaurants International
Directed Study Activity: International Marketing Planning: Implementation, Control and Evaluation
Glossary
Index
Credits
