Description

The continuing evolution of digital marketing and technology means businesses are no longer confined to local markets for their customer base. With this textbook, students will learn how brands can generate successful international marketing strategies to build customer relationships across borders.

International Marketing provides cutting-edge guidance on how to harness the power of digital technologies while maintaining a culturally sensitive and legally compliant approach to international marketing. It combines theoretical frameworks with practical applications and real-world examples, equipping students with the knowledge and tools needed to thrive in an increasingly digital and interconnected world. This textbook is ideal for postgraduate marketing students taking modules on International Marketing as part of their degrees.

Features include:
- Guidance on how to leverage digital platforms in international marketing, from market entry and dynamic pricing strategies to building brand loyalty across borders
- Coverage on how organizations can develop products that meet local market needs and universal quality standards whilst considering environments and societal impact
- Examination of legal and regulatory issues in international marketing, as well as the sustainability goals and ethical practices that need to be considered in the global marketplace
- Chapter overviews, key learning outcomes, key concepts boxes and exercise questions to support student learning
- Online resources of PowerPoint lecture slides, lecturers' manuals and exercise answers.