She is Head of the Research Centre for Individual and Organisational Development at the university and has considerable experience at a senior level working across a number of industries with international and UK companies in the field of international marketing and strategic marketing decision making. 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. Isobel Doole , Robin Lowe. Now in its sixth edition, the highly respected and popular textbook has been developed to help the student learn, understand and practice all of the elements of the international marketing strategy process. The main ethos of the text is that a fundamental element of international marketing is the development of competitive international marketing strategies which build upon, leverage and advance an organization's competitive position across the globe.
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Details if other :. Thanks for telling us about the problem. Return to Book Page. International Marketing Strategy by Isobel Doole ,. Robin Lowe. This new and completely revised edition ensures the best-selling textbook International Marketing Strategy continues to meet the needs of the international marketing student and practitioner in an up to date an innovative manner.
It succeeds in maintaining the clarity of the previous editions while incorporating new and original material which ensures its continued status This new and completely revised edition ensures the best-selling textbook International Marketing Strategy continues to meet the needs of the international marketing student and practitioner in an up to date an innovative manner. It succeeds in maintaining the clarity of the previous editions while incorporating new and original material which ensures its continued status as the number one UK text on international marketing.
The book is divided into three main subject areas, analysis, strategy development and implementation. In each of the key subject areas the book continues to stress the importance of building the skills, aptitudes and abilities of managers in order to equip their firms to compete effectively in the global marketplace.
Changes to the fourth edition include additional chapters on enabling technologies in international marketing, focussing upon the increasing use of technology solutions in gaining international business, and on ethical issues in IM. A new, more practical and applied learning approach to planning is introduced throughout the text integrating into the text much of the planning material from previous editions. For instance, the special focus at the end of each section will be replaced by a focus on international planning and its application by the student to a 'live' case study.
The pedagogy has been enhanced to provide lecturers and students with far better tools for learning and teaching. New case studies are included at the end of each chapter to stimulate a discussion of both the specific issues of the chapter but also how the chapter topic is integrated within the wider context of international marketing strategy.
Within each chapter are two management dilemmas and approximately six illustrations including wider geographical coverage of the international marketing illustrations and updated examples relevant to the current international marketing issues.
Get A Copy. Paperback , Fourth Edition , pages. Published April 8th by Cengage Learning first published April 22nd More Details Original Title. Other Editions 4. Friend Reviews. To see what your friends thought of this book, please sign up. To ask other readers questions about International Marketing Strategy , please sign up. Be the first to ask a question about International Marketing Strategy. Lists with This Book. This book is not yet featured on Listopia.
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About Isobel Doole. Isobel Doole. Books by Isobel Doole. As dedicated readers already know, some of the best and most innovative stories on the shelves come from the constantly evolving realm of young ad Read more Trivia About International Mar No trivia or quizzes yet. Welcome back. Just a moment while we sign you in to your Goodreads account.
International Marketing Strategy