International Marketing Strategy: Analysis, Development and Implementation

Major global events such as the COVID-19 pandemic and the UN Sustainable  Development Goals have changed the business landscape with significant  consequences for trade. Understanding such environmental issues,  politics, economics and more, is critical in international marketing  strategy. Fully updated and revised, the ninth edition of this popular  text reflects the changing focus of international marketing and ensures  students are fully up-to-date with the challenges posed by new patterns  of development in global markets. It provides accessible content from  around the world including newly emerging economies as well as  explaining increasingly global risks and the role of digital  developments. An exciting range of features including Management  Challenges, Illustrations and contemporary case studies guide students  through the complexities of international marketing as it responds to a  rapidly changing environment.