Part 1 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 2 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 3 Implementation
9. International Communications
10. The Management of International Distribution and Logistics
11. Pricing for International Markets
12. Technology Enabled Sustainable International Marketing

Extensive coverage of small and medium-sized enterprises (SMEs) give students a broader perspective. Boxed real-world ‘Illustrations’ throughout the text enable the reader to focus on the key issues and discuss the practical implications of these issues for international marketing strategy development. All chapters conclude with a case study which reflects the main focus of the chapter, whilst also encouraging the student to draw on their learning from the chapter. Thought-provoking discussions of corporate social responsibility, ethical and environmental issues to ensure that students fully comprehend the latest developments in international marketing and its changing focus. Chapters have been fully updated to reflect the latest developments in international marketing strategy. New Illustrations and Management Challenges in each chapter give students insight in to the current issues that businesses are facing. New “Directed Study” cases will get students to practice and think about what they have just learned.