Strategic International Marketing: Strategy Development and Implementation, Second Edition
- 11h 5m
- Carl Arthur Solberg, Håvard Huse
- Taylor and Francis
- 2024
Strategic International Marketing, 2e offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.
Compact and readable, this practical text offers the reader insights into the globalisation phenomenon, partner relations and strategic positioning in international markets. This 2nd edition has been fully updated to include coverage of the complex international business environment, consider how technological development has shaped buyer behaviour, channels of distribution and payments systems globally, and the impact of digitalisation on the global economy more broadly. New international case studies and examples are included throughout to demonstrate how the theory translated into practice.
This text is strategic and applied, and an ideal introduction to international marketing for advanced undergraduates and postgraduates in Business and Management, as well as those studying for MBAs and executive qualifications. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories. Supplementary online resources are available to aid instructors.
About the Author
Carl Arthur Solberg is a Professor Emeritus of International Marketing at BI Norwegian Business School.
Håvard Huse is Associate Professor in Marketing and Associate Dean of the program in Digital Communications and Marketing at BI Norwegian Business School.
In this Book
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Introduction
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International Business Environment: From Local to Global Markets
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The Internationalisation Process and Firm Resources
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Strategy Development in International Markets
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Information for International Marketing Decisions
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Market Selection and Market Portfolio
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Operation Modes in International Markets
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Partners in International Marketing
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Standardisation and Adaptation of International Marketing
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Product Strategies in International Markets
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Promotion Decisions in International Markets
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Pricing Decisions in International Marketing
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Planning the International Marketing Effort
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Organising the International Marketing Effort
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Epilogue
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Bibliography
