The discipline of International Marketing is gaining more and more importance with the advancing universal liberalization and the concomitant globalization. This book, acclaimed for its succinct treatment of the subject and lucid style, provides a comprehensive picture of the various aspects and dimensions of trends in International Marketing. International Marketing: Text and Cases is an interesting and engaging book that provides an expanded and comprehensive view of international marketing. The book blends theory, research, and real world international marketing issues in a way that stimulates student's interest and learning. The text is well written and is presented in a fashion that links theoretical concepts to up to date case material. The approach facilitates student's understanding of the key processes involved in international marketing strategy. This book is highly recommended for any international marketing courses. International Marketing: Text and Cases has been written for the purpose of educating future executives to meet international challenges. Designed for marketing majors and MBA students, it provides solid foundations that are useful for explanation, prediction, and control of international business activities. Due to its depth and breadth, the text is suitable for any international marketing (and perhaps international business) courses at both undergraduate and graduate levels. We are hopeful that you will find this textbook to be one of the most, if not the most, authoritative in a number of ways international perspective, comprehensiveness, substance, and rigor. The text is for the reader who prefers a rigorous treatment of the subject as well as an integration of theories, applications, and managerial implications. The approach is analytical and managerial rather than merely descriptive. Because of the book's rigor and sophistication, coupled with its strong application focus, the text is useful at all education levels - undergraduate, MBA, and Ph.D.
David James is an accomplished marketing practitioner, strategist, and educator. Known for his blend of academic rigor and hands-on industry experience, his work focuses on practical marketing frameworks, digital strategy, and international brand management. He has held senior roles such as Head of Data Planning and Senior Strategic Planner at major advertising agencies, where he directed accounts for large banking and utilities clients. With direct marketing experience in the US and Europe, he brings a deeply international viewpoint to his business writing. In addition to International Marketing, he has co-authored titles focused on practical marketing manifestos, bridging the gap between theoretical marketing concepts and real-world execution. Known as the creator of the Masstige Theory for brand management and the 7-P Framework for international marketing, his academic focus spans international business, consumer behavior, and global marketing. He is one of the world's most highly cited business scholars and an editor for several top-tier academic journals. His expertise lies at the intersection of international economics and business environments, with a strong focus on emerging economies, particularly India. He is highly regarded for his lucid writing style and his ability to structure texts that align with university curricula.
Preface 1. AN INTRODUCTION TO INTERNATIONAL MARKETING Introduction The International Competitive Landscape The International Market Planning Process Major Evolutionary Stages Of Planning Summary 2. THE WORLD TRADING ENVIRONMENT Introduction External Factors Impacting Governments And Businesses The Reasons Countries Trade Barriers To World Trade International Bank For Reconstruction And Development (IBRD) The World Trade Organization The Development Of World Trading Groups United States–Mexico–Canada Trade Area Summary 3. SOCIAL AND CULTURAL CONSIDERATIONS IN INTERNATIONAL MARKETING Introduction Social And Cultural Factors What Is Culture? Analyzing Cultures And The Implications For Consumer Behaviour Cross-Cultural Analysis Social And Cultural Considerations In International Marketing 99 Social And Cultural Influences In B2b Marketing Summary 4. INTERNATIONAL MARKETING RESEARCH AND OPPORTUNITY ANALYSIS Introduction The Role Of Marketing Research And Opportunity Analysis The Role Of International Marketing Research What Big Data Is Telling Us Opportunity Identification And Analysis International Marketing Segmentation The Market Profile Analysis Primary Research In International Markets Problem Discovery And Definition Report Summary 5. INTERNATIONAL NICHE MARKETING STRATEGIES FOR SMALL AND MEDIUM-SIZED ENTERPRISES Introduction The SME Sector And Its Role Within The Global Economy The Nature Of SME International Marketing Strategies Direct Marketing And Electronic Commerce The Nature Of International Development Entrepreneur And Family Networks International Strategic Marketing Management In SMEs 6. GLOBAL STRATEGIES Introduction Global Strategies Of Responsible Businesses Views Of Globalization And Who Has Gone Global Covid-19’S Impact On Global Trade Alternative Strategic Responses International Marketing Management For Global Firms Summary 7. MARKET ENTRY STRATEGIES Introduction The Alternative Market Entry Methods Indirect Exporting Management Contracts Franchising Exporting Through Online Platforms Foreign Manufacturing Strategies Without Direct Investment Licensing Foreign Manufacturing Strategies With Direct Investment Cooperative Strategies Summary 8. INTERNATIONAL PRODUCT AND SERVICE MANAGEMENT Introduction The Nature Of Products And Services The Components Of The International Product Offer Products, Services And Value Propositions Product Policy Managing Products Across Borders Summary 9. INTERNATIONAL COMMUNICATIONS Introduction The Role Of Marketing Communications The Fundamental Challenges For International Marketing Communications International Marketing Communications Strategy The Integration Of Communications Summary 10. THE MANAGEMENT OF INTERNATIONAL DISTRIBUTION AND LOGISTICS Introduction The Challenges In Managing An International Distribution Strategy Selecting Foreign Country Market Intermediaries Building Relationships In Foreign Market Channel
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