Now in its tenth edition, this popular text has been comprehensively updated and revised to reflect changing world events that are impacting international marketing and the challenges posed by the latest developments . The text provides accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments. An exciting range of features including Management Challenges, Illustrations and contemporary case studies guide you through the complexities of international marketing as it responds to a rapidly changing environment.

Isobel Doole is Emeritus Professor of International Marketing at Sheffield Hallam University and was previously Dean of Sheffield Business School. She is an experienced marketing professional and senior academic in international marketing and in the international competitiveness of small firms. She has built an international reputation through her academic research and a number of highly successful textbooks. In her career she has worked with a range of companies from those with major international operations to small local exporters. She has also acted as an expert adviser on governmental committees. Robin Lowe is a Marketing and Management Consultant. Through his research, consultancy and policy development work in international trade, innovation and entrepreneurship, Robin has made a major contribution to government policy and business support. He also has considerable experience of consulting and training with multinationals around the world, including IBM, Microsoft, AstraZeneca, Renault Nissan, Huawei and Batelco. He is the joint author of several bestselling texts in international marketing, innovation and entrepreneurship. Alexandra Kenyon is Professor Doctor at University Vitez, Bosnia and Herzegovina and an Associate Professor at Universidad de León, Spain. She was previously a Course Director in Hospitality Management in the School of Events, Tourism and Hospitality at Leeds Beckett University. Alexandra was an FP7 European Commission Expert Evaluator and is on the Editorial Review Board for the Journal of Advertising Research. Alexandra also has knowledge and experience of empirical research and evaluation of matter congruent with the meetings and events industry and social media marketing for MPI Dallas, United States, economic impact studies for the Tour de Yorkshire and social policy research for Leeds City Council of problem and at-risk gamblers following the opening of a large casino in Leeds City Centre.