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Macmillan Higher Education Palgrave Higher Education

Strategic International Marketing

An Advanced Perspective

ISBN 9780230580244
Publication Date January 2012
Formats Paperback 
Publisher Palgrave

Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.

TC MELEWAR is Professor of Marketing and Strategy and Head of Marketing at Brunel Business School, Brunel University, UK. He has previous experience at Warwick Business School, UK, MARA Institute of Technology in Malaysia, Loughborough University, UK,and De Montfort University, UK. TC teaches Marketing Management, Marketing Communications and International Marketing on a range of undergraduate, MBA, and executive courses. He is a Visiting Professor at Groupe ECS Grenoble, France, and Humboldt University, Berlin, Germany, and is also Editor of the Journal of Brand Management.

SURAKSHA GUPTA Holds a Bachelor of Commerce from Delhi University and an MBA from the Institute of Management Technology in Ghaziabad, India. She currently teaches at Brunel University, UK, and has over 15 years of industry experience, latterly as Director of Systems Research Pvt Ltd in India.

Introduction; T.C.Melewar & S.Gupta
International Branding: Creating Global Brand Equity Through Language; J.C.Usunier & J.Shaner
Globalization; S.Onkvisit & J.J.Shaw
Setting Prices for Global Markets; R.Mohd Roslin
Managerial Challenges in Setting Prices: Price-quality Cues, Role of the Sales Force and Global Issues; J.Hari
Managing Brands with Retailers: An International Perspective; M.Glynn
The Concept of Place in International Strategic Marketing Decisions; E.Kipnis & A.Broderick
International Marketing Communication as the Global Marketing Change Agent; D.E.Schultz
The Adoption of Interactive Digital Television by Advertising Professionals: Exploring an International Marketing Communication Medium; V.Cauberghe & P.De Pelsmacker
Development of the International Human Factor: Internal Marketing and Human Resource Management Perspectives; K.Podnar, A.Kohont & Z.Jan?i?
An Analysis of the People Dimension in International Marketing; M.R.Czinkota & A.C.Samli
Processes: The Way Forward; K.Lindberg-Repo
Export Market-Oriented Processes and Export Performance: Quadratic and Moderated Relationships; M.J.French & J.W.Cadogan
The Dematerialisation of Marketing in a Global Economy; A.Palmer
Physical Evidence as an Asset in Nation-brand Equity; K.Dinnie
Future Directions in International Marketing: The Decade Ahead; R.Fletcher & T.Chikweche
Closing; R.Fletcher.


This is a particularly innovative book on international marketing focusing on original thought and stimulating ideas. Such high goals are achieved through a deliberate mix of research and practical orientated chapters, including appropriately (for the new global landscape) two chapters each on pricing and branding. Other topics are given a new twist: emphasising country of design rather than manufacture; international marketing communications when the consumer is control; impact of export orientation on business drivers like cash flow. Overall, well done and congratulations.' – Professor Bill Merrilees, Griffith Business School, Griffith University, Australia
'This is a wide-ranging and timely book that covers all the major marketing issues from pricing to distribution, and advertising to branding. Moreover, the authors inject two crucial elements into their discussion of these topics: their strategic relevance and their international import. As such, the book will appeal to a range of readers across a range of geographies and sectors.' – Professor Jaideep Prabhu, University of Cambridge, UK
'This is an inspiring book in which the authors have treated the subject matter in a novel manner, non mainstream yet relevant and up-to-date. The combination of new research results with more managerially-oriented chapters and newly emerging problems of international marketing provides fresh insights into the subject matter. A book worth reading by students as well as academics and managers.' – Professor Hans Mühlbacher, University of Innsbruck, Austria
'The book edited by Profs T.C. Melewar and Suraksha Gupta is an original text because global environment and branding issues as crucial elements of the 21st century marketing strategy are given a dominant position and interaction with all elements of marketing-mix. The book will be useful to practitioners and students alike.' – Professor Cedomir Nestorovic, ESSEC Paris, France
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