Strategic International Marketing: Strategy Development and Implementation - Hardcover

Solberg, Carl Arthur; Huse, Håvard

Hardcover

ISBN 10: 103246772X ISBN 13: 9781032467726

Publisher: Routledge, 2024

Synopsis

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 this title

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.

Edition details

• Publisher: Routledge
• Publication date: 2024
• Language: English
• ISBN 10: 103246772X
• ISBN 13: 9781032467726
• Binding: Hardcover
• Edition number: 2
• Number of pages: 402