Strategic International Marketing

I think the book is needed as it would appeal not only to marketing students but strategic students. – Dr Mark Ojeme * Desk research *
The proposal maps very well to the content of the International Marketing (IM) Course I teach. I also think the diagnostic tools for instructors and to be applied via group projects would be very useful and set this book apart from others.

If written well I would use it as my main textbook. The writing and actually delivering the proposal will be critical for the book’s success.

I think it has a lot of features other textbooks would have too, which is not bad at all, as it is a structure that has proven successful and is learnt by now. In certain chapters it goes beyond what you would find in a conventional IM textbook, which is commendable (e.g. competition, international pricing, etc.)

This book seems quite comprehensive and does cover several current topics. It closely maps onto my course content (international market analysis), although I don’t think I can cover nearly as many topics over the course of a semester.

There is definitely a gap, especially texts that use more examples of companies and contexts other than Europe or the US – Australasia and Oceania. The proposal is very closely aligned and contains a good coverage of this interdiscipline.

Strengths:

1.Wide scope of its coverage

2.Potential Covid-19 relevancy and timing of its publication

3. Authors have a high status as researchers in this field.

Thomas Fotiadis

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.

Education

• Post-doctoral degree in modern advanced statistical methods for the science of marketing
• Ph.D. in marketing (High Technology)
• M.Sc. in business administration
• M.Sc. in business computing
• B.Sc. in economic science

Experience

Professor Fotiadis possesses over 22 years of teaching experience at both undergraduate and postgraduate levels, having taught at Greek and international universities and higher technological institutions.

Publications

His scientific work has been published in renowned international journals, including:

• Journal of World Business
• Journal of Tourism Management
• Journal of International Marketing
• Journal of International Business Review
• Psychology & Marketing Journal
• Journal of Applied Business Research

He has authored over 100 articles in journals, international conferences, and book chapters. Additionally, he has published the following books:

• 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)

He has also edited and authored numerous scientific books in the field of marketing, primarily in the Greek language.

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