International Marketing in Practice

A Case Study Collection

Véronique Boulocher-Passet

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English

Routledge
26 June 2025

International business; Sales & marketing

Series: International Cases in Business and Management

International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing.

Across its four sections, the book examines how companies can overcome the challenges of connecting with potential customers in a foreign country through strategic choices around which markets to enter, identifying appropriate modes of entry, successfully adapting their marketing mix for these markets, and leveraging a country-of-origin strategy. The book showcases 11 unique and international case studies grounded in the experiences of real companies of varying sizes, operating in a range of industries. Each case features a case synopsis, learning objectives, a concise narrative, along with stimulating discussion questions for individual cases as well as each section. These compact case studies will enable students to apply concepts to situations in other organizations, thus strengthening their understanding and supporting learning.

This exciting new text is designed as recommended reading on undergraduate and postgraduate International Marketing and International Business courses.

For instructors who teach with the cases, there are accompanying teaching notes available online.

Edited by: Véronique Boulocher-Passet
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm,
Weight: 260g
ISBN: 9781032712918
ISBN 10: 1032712910
Series: International Cases in Business and Management
Pages: 130
Publication Date: 26 June 2025
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

Véronique Boulocher-Passet, PhD is a Visting Lecturer at the School of Business and Law, University of Brighton, UK.