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Academic’s leading marketing text book updated


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The seventh edition of a popular Marketing text book, co-authored by a Leeds Beckett University academic, has been published.

Academic’s leading marketing text book updated

International Marketing Strategy: Analysis, Development and Implementation, which has been updated and published for the seventh time by Cengage Learning,  is authored by Dr Alexandra Kenyon, Senior Lecturer in the School of Events, Tourism, Hospitality and Languages and Course Leader for the MSc International Tourism and Hospitality at Leeds Beckett, alongside Professor Isobel Doole and Robin Lowe at Sheffield Hallam University.

The text book provides comprehensive coverage of the principles and theories of international marketing strategies, with real-world examples throughout to illustrate and bring to life the theories, allowing students to discuss the practical implications of issues for international marketing strategy development.

All chapters conclude with a case study and, in this new edition, management challenges are included in each chapter to give students insight into the current issues that businesses are facing. New ‘directed study’ cases aim to get students to practice and think about what they are learning as they progress through the text.

Dr Kenyon explained: “I use the book in my undergraduate and postgraduate teaching, at level six and seven; particularly when students are tasked with exploring the global marketplace and considering the various cultural, economic and consumer trends.  The book is popular due to the extensive number of case studies; one of which was based on an assignment produced by a level six BSc (Hons) Hospitality Leadership and Management student here at Leeds Beckett.

“My research activities have underpinned the popular case studies about Corporate Social Responsibilities (CSR): a topic I am very familiar with, based on an ERASMUS project with 29 other European countries and a consultancy project for the Meetings Professionals International (MPI), based in Dallas.  I particularly enjoy teaching and researching social media marketing activities.  Both CSR and Social Media Marketing are case studies enjoyed and requested by reviewers of the International Marketing Strategy book. 

“The case studies and mini marketing challenges keep the book fresh and interesting for university lecturers in the UK and overseas and, of course, students, to apply theory to companies from Trip Advisor to Fruit Ninja; Peppa Pig to Apple.” 

Competition: We have a copy of the new edition of International Marketing Strategy: Analysis, Development and Implementation to give away as a prize. To be in with a chance of winning, please email pressoffice@leedsbeckett.ac.uk with the subject as ‘International Marketing Strategy book’ by the closing date of Thursday 2 March.