Summary

International Marketing Strategy focuses on the issues facing companies attempting to grow and develop in international markets. Fully revised and updated, this new third edition develops and evaluates international marketing strategies for companies at different stages of their development: Those new to internationalisation, those at the growth stage and those experienced companies attempting to extend into new markets. Five key stages of development are examined: The decision to internationalise ... why, how, when and where; Coping with international marketing environments ... global and regional, thepolitical and socio-cultural environments, and how to convert country comparative advantage; Deciding how to enter international markets ... using exporting, strategic alliances and foriegn investment/aquisition; How to develop appropriate marketing programmes for consumer products firms, industrial products firms and services firms; Implementation and control in international markets ... distribution and sales negotiation, operational issues and implementation and control. Invaluable text for postgraduates and advanced undergraduates studying international marketing and internationa