Strategic International Marketing

Thomas Fotiadis is an Associate Professor of Marketing and Head of the Marketing Laboratory at the Department of Production Engineering and Management of the Democritus University of Thrace. He holds a post-doctoral degree in modern advanced statistical methods for the science of marketing and a Ph.D. in marketing (High Technology). In addition, he holds an M.Sc. in business administration, and an M.Sc. in business computing. His first degree is in economic science.He has more than 22 years of teaching experience at both undergraduate and postgraduate level, in Greek and International Universities and Higher Technological Institutions. Thomas Fotiadis’ scientific work has been published in international scientific journals, including the Journal of World Business, the Journal of Tourism Management, the Journal of International Marketing, the Journal of International Business Review, the Psychology & Marketing Journal, and the Journal of Applied Business Research. He has published more than 100 articles in journals, international conferences and book chapters. Additionally, he has published Strategic Marketing for High Technology Products: An Integrated Approach (Routledge, 2018), Marketing and Supply Chain Management: A Systemic Approach (Routledge, 2017), The Customer Value Chain: Integrating Marketing and Supply Chain Management (Routledge, 2021), and he has edited and authored numerous scientific books in the field of marketing (in the Greek language).

"In this new era where businesses suddenly need to explore new national markets, suppliers and partnerships, this book is particularly timely. Strategic International Marketing is comprehensive, and ought to be welcomed everywhere."

• PART I: SETTING THE CONTEXT OF STRATEGIC INTERNATIONAL MARKETINGChapter 1: The International Marketing ImperativeChapter 2: Strategic Perspectives of International MarketingChapter 3: Researching International MarketsPART II: THE MACRO-ENVIRONMENT OF INTERNATIONAL MARKETINGChapter 4: The Foreign Macro-environment IChapter 5: The international Macro-Environment IIPART III: THE TASK ENVIRONMENT OF INTERNATIONAL MARKETINGChapter 6: The International Business-to-Consumer MarketChapter 7: The International Business-to-Business MarketChapter 8: International Competitor AnalysisPART IV: PREPARING TO ENTER FOREIGN MARKETSChapter 9: Target Marketing in International MarketsChapter 10: Foreign Market EntryPART V: DEVELOPING THE INTERNATIONAL MARKETING MIXChapter 11: International Decisions for Products and ServicesChapter 12: International New Product Development and Product LifecycleChapter 13: International Price SettingChapter 14: Pricing Within Foreign MarketsChapter 15: Distribution in Foreign MarketsChapter 16: International Marketing LogisticsChapter 17: International Mass CommunicationsChapter 18: International Personal CommunicationsPART VI: COORDINATING AND SENSITIZING INTERNATIONAL MARKETING STRATEGYChapter 19: Organizing, Implementing, and Controlling International MarketingChapter 20: Socially Responsible International Marketing