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.

Updated and revised edition

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.

Features and guidance

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.