---

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.

---

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
Part III Directed Study Activity:
International marketing planning: implementation, control and evaluation

---

Lowe, Robin
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.

Kenyon, Alexandra
Researcher and Course Director for MSc International Tourism and Hospitality at Leeds Beckett University, UK.

Doole, Isobel
Isobel Doole Emeritus Professor of International Marketing at Sheffield Hallam University, UK and previously Dean of Sheffield Business School, Sheffield Hallam University, UK. .

---