Product Description
International Marketing
Authors: Y Gowpall, M Cant
Format: Physical Hardcopy
With the ever-increasing advances being made in technology, the global environment has become smaller and more reachable, and international marketing has become an important part of business the world over. Gaining an understanding of what international marketing is, its characteristics and the risks involved is vital for any business’s survival in the global marketplace. International marketing focuses on how to implement global marketing strategies from the perspective of local companies.
International marketing is divided into four parts. The first provides a clear introduction to international marketing, analysis of the international trade environment and international research. The second delves into strategy development (specifically across borders), the barriers to international trade, considerations around international segmentation, targeting and positioning, and the international product policy and development.
The third provides students with the knowledge required when navigating international marketing. The fourth and final part brings together the lessons learnt and looks at moving forward from the development of the strategy to its implementation.
Contents include the following:
International marketing aims to provide new and practical insights to faculty, students and practitioners in an easily understandable and user-friendly manner.
Features:
-
International trade in southern Africa
-
Strategies for entering international markets
-
Microenvironment: marketing strategy across borders
-
Macroenvironment variables: political, economic, sociocultural, technological, legal and ecological (PESTLE)
-
International marketing research
-
International product policy and development
-
International pricing and distribution
-
International marketing communications
-
Internet and technology in international marketing
-
Contemporary and international variables in international marketing
Contents:
-
Part 1: Analysis Chapter 1: Introduction to international marketing Chapter 2: International trade in southern Africa
-
Part 2: Strategy development
-
Chapter 3: Strategies for entering international markets
-
Chapter 4: Microenvironment: marketing strategy across borders
-
Chapter 5: Macroenvironment variables: PESTLE
-
Part 3: Navigating international marketing
-
Chapter 6: International marketing research
-
Chapter 7: International product policy and development
-
Chapter 8: International distribution
-
Chapter 9: International pricing
-
Chapter 10: International marketing communications
-
Part 4: Implementation Chapter 11: Internet and technology in international marketing Chapter 12: Contemporary and international variables in international marketing
For custom orders and quotes: shop@schoolspace.co.za
© 2026 Schoolspace. This product description is the exclusive intellectual property of the publisher, protected under copyright law. Unauthorized use, adaption, or copying is strictly prohibited.
