International Marketing

Utilize a Digital Approach in International Marketing Strategies
1. Auflage 2027
ISBN: 978-1-3986-2627-0
Verlag: Kogan Page

Buch, Englisch, 360 Seiten, Format (B × H): 156 mm x 234 mm

Develop culturally intelligent marketing strategies for a digitally connected global marketplace.

International Marketing is designed for postgraduate marketing students studying International Marketing and International Marketing Strategy. This textbook equips students with the theoretical frameworks and applied tools required to design, implement and evaluate marketing strategies across borders in an increasingly digital and regulated environment.

Sue Ollerhead explores how brands can enter, compete and grow internationally while remaining culturally sensitive, legally compliant and strategically coherent. This book integrates core international marketing theory with practical application, covering market entry strategies, dynamic pricing, cross-border brand positioning and digital platform management. Students examine how organizations adapt products and services to meet local market needs while maintaining universal quality standards, sustainability commitments and ethical responsibility.

Legal and regulatory considerations are embedded throughout, alongside discussion of environmental impact, societal expectations and global governance frameworks. Real-world examples from Coca-Cola, Depop and MPesa illustrate how international marketing decisions influence long-term brand performance and customer relationships across diverse markets.

This textbook includes:

- Guidance on digital international marketing, including market entry, pricing and cross-border brand strategy
- Chapter overviews, key learning outcomes, key concept boxes and exercise questions
- Online resources including lecture slides and a lecturer's manual with exercise answers
- Strategic insights and analysis on operating effectively within international environments

Autoren/Hrsg.

Ollerhead, Sue

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Unternehmensethik
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management

Inhaltsverzeichnis

Chapter - 01: Introduction to international marketing; Chapter - 02: Legal issues and regulations; Chapter - 03: International customers and research; Chapter - 04: Market entry strategies; Chapter - 05: Product; Chapter - 06: Services marketing; Chapter - 07: Distribution; Chapter - 08: Digital pricing, global digital payments and financial technology; Chapter - 09: International marketing communications; Chapter - 10: Digital transformation and emerging trends; Chapter - 11: Sustainability and ethical issues in digital international marketing; Chapter - 12: The future of international marketing in the digital era

Über Autor(innen)

Ollerhead, Sue
Sue Ollerhead is a Senior Lecturer at Chester Business School, UK teaching Level 5- Level 7 marketing modules. She is also a Programme Leader for work-based Masters Programmes. Prior to working for the University, she has previously held marketing management roles in the public and private sector. More recently, as the Founder and Managing Director of Heads-Up Marketing, a Wirral-based agency, Ollerhead has accumulated over 18 years of client experience, leading projects in marketing strategy, social media marketing, online marketing campaigns, email marketing, content strategy, and PR.

Sue Ollerhead is Senior Lecturer at Chester Business School, UK teaching marketing modules across undergraduate and postgraduate levels. She is the Founder and Managing Director of Heads-Up Marketing, a marketing agency, and previously held marketing management roles including for Liverpool City Council. She has has over 18 years of client experience, leading projects in marketing strategy, social media marketing, content strategy and PR.