With the ever-increasing advances being made in technology, the global environment has become smaller and more reachable, and international marketing has become an important part of business the world over. Gaining an understanding of what international marketing is, its characteristics and the risks involved is vital for any business’s survival in the global marketplace. International marketing focuses on how to implement global marketing strategies from the perspective of local companies.

International marketing is divided into four parts. The first provides a clear introduction to international marketing, analysis of the international trade environment and international research. The second delves into strategy development (specifically across borders), the barriers to international trade, considerations around international segmentation, targeting and positioning, and the international product policy and development. The third provides students with the knowledge required when navigating international marketing. The fourth and final part brings together the lessons learnt and looks at moving forward from the development of the strategy to its implementation.

Contents include the following:

• International trade in southern Africa
• Strategies for entering international markets
• Microenvironment: marketing strategy across borders
• Macroenvironment variables: political, economic, sociocultural, technological, legal and ecological (PESTLE)
• International marketing research
• International product policy and development
• International pricing and distribution
• International marketing communications
• Internet and technology in international marketing
• Contemporary and international variables in international marketing

International marketing aims to provide new and practical insights to faculty, students and practitioners in an easily understandable and user-friendly manner.