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International Marketing Strategy: Analysis, Development and Implementation, 10th Edition

Isobel Doole, Robin Lowe, Alexandra Kenyon

Copyright 2025
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International Marketing Strategy: Analysis, Development and Implementation 10th Edition by Isobel Doole/Robin Lowe/Alexandra Kenyon

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Overview
Meet the Authors
What's New
Features
Table of Contents
Pricing

Overview

Now in its tenth edition, this popular text has been comprehensively updated and revised to reflect changing world events that are impacting international marketing and the challenges posed by the latest developments .

The text 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 you through the complexities of international marketing as it responds to a rapidly changing environment.

Meet the Authors

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Isobel Doole

Isobel Doole is Emeritus Professor of International Marketing at Sheffield Hallam University and was previously Dean of Sheffield Business School. She is an experienced marketing professional and senior academic in international marketing and in the international competitiveness of small firms. She has built an international reputation through her academic research and a number of highly successful textbooks. In her career she has worked with a range of companies from those with major international operations to small local exporters. She has also acted as an expert adviser on governmental committees.

Robin Lowe

Robin Lowe is a Marketing and Management Consultant. Through his research, consultancy and policy development work in international trade, innovation and entrepreneurship, Robin has made a major contribution to government policy and business support. He also has considerable experience of consulting and training with multinationals around the world, including IBM, Microsoft, AstraZeneca, Renault Nissan, Huawei and Batelco. He is the joint author of several bestselling texts in international marketing, innovation and entrepreneurship.

Alexandra Kenyon

Alexandra Kenyon is Professor Doctor at University Vitez, Bosnia and Herzegovina and an Associate Professor at Universidad de León, Spain. She was previously a Course Director in Hospitality Management in the School of Events, Tourism and Hospitality at Leeds Beckett University. Alexandra was an FP7 European Commission Expert Evaluator and is on the Editorial Review Board for the Journal of Advertising Research. Alexandra also has knowledge and experience of empirical research and evaluation of matter congruent with the meetings and events industry and social media marketing for MPI Dallas, United States, economic impact studies for the Tour de Yorkshire and social policy research for Leeds City Council of problem and at-risk gamblers following the opening of a large casino in Leeds City Centre.

What's New

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Fully revised and updated with many innovative and stimulating real-life examples from around the world to ensure students are learning from material they can relate to, such as TikTok influencers and product behaviour, pressure groups, AI and cyber attacks.
New content reflecting the heightened need for sustainable approaches in matters such as supply chain management, end-of-life vehicles and product dumping.
An updated MindTap features provides a useful range of assignments including video cases, essay questions, branching questions and a wide range of learning and revision tools to entrench key concepts, boost confidence, develop critical thinking skills and prepare for the workplace.

Features

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Contemporary examples including geopolitical food supply chain disruption, brand ethicality, cyber-attacks and data breaches show how companies are working to counteract growing global risks and enrich students’ understanding of challenges that lie ahead.
Excellent coverage of cross-cultural elements ensures students are aware of how cultural divides create pitfalls for the international marketer.
New stimulating cases and illustrations draw on a range of organizations, locations and industries carefully selected to bring critical issues to life and feed classroom discussions.
Management challenges place students in the real world providing them with the opportunity to test the application of their knowledge and learning in a range of practical examples.

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Part I: Analysis
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 1 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 2 Directed Study Activity: International marketing planning: strategy development

Part III: Implementation
9. International marketing and digital communications
10. The management of global supply chain processes and distribution
11. Pricing for international markets
12. Strategic planning in technology-driven international markets
Part 3 Directed Study Activity: International marketing planning: implementation, control and evaluation

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MindTap Options

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Each MindTap product offers the full, mobile-ready textbook combined with superior and proven learning tools at one affordable price. Students who purchase digital access can add a print option at any time when a print option is available for their course.

This Cengage solution can be seamlessly integrated into most Learning Management Systems (Blackboard, Brightspace by D2L, Canvas, Moodle, and more) but does require a different ISBN for access codes. Please work with your Cengage Learning Consultant to ensure the proper course set up and ordering information. For additional information, please visit the LMS Integration site.