Author Profile

David James is an accomplished marketing practitioner, strategist, and educator. Known for his blend of academic rigor and hands-on industry experience, his work focuses on practical marketing frameworks, digital strategy, and international brand management. He has held senior roles such as Head of Data Planning and Senior Strategic Planner at major advertising agencies, where he directed accounts for large banking and utilities clients. With direct marketing experience in the US and Europe, he brings a deeply international viewpoint to his business writing. In addition to International Marketing, he has co-authored titles focused on practical marketing manifestos, bridging the gap between theoretical marketing concepts and real-world execution. Known as the creator of the Masstige Theory for brand management and the 7-P Framework for international marketing, his academic focus spans international business, consumer behavior, and global marketing. He is one of the world's most highly cited business scholars and an editor for several top-tier academic journals. His expertise lies at the intersection of international economics and business environments, with a strong focus on emerging economies, particularly India. He is highly regarded for his lucid writing style and his ability to structure texts that align with university curricula.

About The Book

The discipline of International Marketing is gaining more and more importance with the advancing universal liberalization and the concomitant globalization. This book, acclaimed for its succinct treatment of the subject and lucid style, provides a comprehensive picture of the various aspects and dimensions of trends in International Marketing. International Marketing: Text and Cases is an interesting and engaging book that provides an expanded and comprehensive view of international marketing. The book blends theory, research, and real world international marketing issues in a way that stimulates student's interest and learning. The text is well written and is presented in a fashion that links theoretical concepts to up to date case material. The approach facilitates student's understanding of the key processes involved in international marketing strategy. This book is highly recommended for any international marketing courses. International Marketing: Text and Cases has been written for the purpose of educating future executives to meet international challenges. Designed for marketing majors and MBA students, it provides solid foundations that are useful for explanation, prediction, and control of international business activities. Due to its depth and breadth, the text is suitable for any international marketing (and perhaps international business) courses at both undergraduate and graduate levels. We are hopeful that you will find this textbook to be one of the most, if not the most, authoritative in a number of ways international perspective, comprehensiveness, substance, and rigor. The text is for the reader who prefers a rigorous treatment of the subject as well as an integration of theories, applications, and managerial implications. The approach is analytical and managerial rather than merely descriptive. Because of the book's rigor and sophistication, coupled with its strong application focus, the text is useful at all education levels - undergraduate, MBA, and Ph.D.

Table of Contents

Preface
1. AN INTRODUCTION TO INTERNATIONAL MARKETING
Introduction
The International Competitive Landscape
The International Market Planning Process
Major Evolutionary Stages Of Planning
Summary
2. THE WORLD TRADING ENVIRONMENT
Introduction
External Factors Impacting Governments And Businesses
The Reasons Countries Trade
Barriers To World Trade
International Bank For Reconstruction And Development (IBRD)
The World Trade Organization
The Development Of World Trading Groups
United States–Mexico–Canada Trade Area
Summary
3. SOCIAL AND CULTURAL CONSIDERATIONS IN INTERNATIONAL MARKETING
Introduction
Social And Cultural Factors
What Is Culture?
Analyzing Cultures And The Implications For Consumer Behaviour
Cross-Cultural Analysis
Social And Cultural Considerations In International Marketing 99 Social And Cultural Influences In B2b Marketing
Summary
4. INTERNATIONAL MARKETING RESEARCH AND OPPORTUNITY ANALYSIS Introduction
The Role Of Marketing Research And Opportunity Analysis
The Role Of International Marketing Research
What Big Data Is Telling Us
Opportunity Identification And Analysis
International Marketing Segmentation
The Market Profile Analysis
Primary Research In International Markets
Problem Discovery And Definition Report
Summary
5. INTERNATIONAL NICHE MARKETING STRATEGIES FOR SMALL AND MEDIUM-SIZED ENTERPRISES
Introduction
The SME Sector And Its Role Within The Global Economy
The Nature Of SME International Marketing Strategies
Direct Marketing And Electronic Commerce
The Nature Of International Development
Entrepreneur And Family Networks
International Strategic Marketing Management In SMEs
6. GLOBAL STRATEGIES
Introduction
Global Strategies Of Responsible Businesses
Views Of Globalization And Who Has Gone Global
Covid-19’S Impact On Global Trade
Alternative Strategic Responses
International Marketing Management For Global Firms
Summary
7. MARKET ENTRY STRATEGIES
Introduction
The Alternative Market Entry Methods
Indirect Exporting
Management Contracts
Franchising
Exporting Through Online Platforms
Foreign Manufacturing Strategies Without Direct Investment
Licensing
Foreign Manufacturing Strategies With Direct Investment
Cooperative Strategies
Summary
8. INTERNATIONAL PRODUCT AND SERVICE MANAGEMENT
Introduction
The Nature Of Products And Services
The Components Of The International Product Offer
Products, Services And Value Propositions
Product Policy
Managing Products Across Borders
Summary
9. INTERNATIONAL COMMUNICATIONS
Introduction
The Role Of Marketing Communications
The Fundamental Challenges For International Marketing Communications
International Marketing Communications Strategy
The Integration Of Communications
Summary
10. THE MANAGEMENT OF INTERNATIONAL DISTRIBUTION AND LOGISTICS
Introduction
The Challenges In Managing An International Distribution Strategy
Selecting Foreign Country Market Intermediaries
Building Relationships In Foreign Market Channels
Trends In Retailing In International Markets
Summary
Bibliography
Index