Strategic International Marketing: Theory and Practice

Strategic International Marketing: Theory & Practice provides a comprehensive, strategy-driven approach to understanding how firms compete and grow in international markets.Designed for today’s globally minded students, the book integrates international marketing theory with strategic analysis, showing how organisations make effective decisions across diverse economic, cultural and institutional contexts. The text covers core international marketing topics alongside key strategic issues such as digital transformation, sustainability, innovation, ethics and new product development.Throughout, students are guided through practical diagnostic tools that support market assessment, strategic decision-making and performance evaluation.End-of-chapter diagnostics and applied frameworks help reinforce learning and support coursework, exams and group projects. Written in a clear, accessible style, the book is ideal for upper-level undergraduate courses in international marketing and strategic ma