Title: International Marketing Strategy: Analysis, Development & Implementation
Author: Isobel Doole, Robin Lowe
Publisher: Cengage Learning
Summary:
“International Marketing Strategy: Analysis, Development & Implementation” offers a comprehensive guide to understanding and implementing effective international marketing strategies. In its 8th edition, the book provides insights into the complexities of global marketing, covering topics such as market analysis, strategic planning, market entry strategies, product adaptation, pricing strategies, distribution channels, and promotional strategies. It emphasizes the importance of cultural, political, economic, and legal factors in shaping international marketing decisions and offers practical frameworks and tools for analyzing and developing successful marketing strategies in diverse global markets. With real-world case studies, examples, and strategic insights, the book equips students and professionals with the knowledge and skills needed to navigate the challenges and opportunities of international marketing.
Authors:
Isobel Doole is a renowned author and academic with expertise in international marketing and strategy. She has extensive experience in teaching, research, and consultancy in the field of international business and marketing. Robin Lowe is an accomplished educator and researcher specializing in international marketing and business strategy. With a background in both academia and industry, Lowe brings a practical perspective to the study of international marketing, emphasizing the application of theory to real-world business challenges.