International marketing - Brossura

Ghauri, Pervez; Cateora, Philip R.

Brossura

ISBN 10: 0077122852 ISBN 13: 9780077122850

Casa editrice: McGraw-Hill Education, 2010

Riassunto

The third edition of International Marketing provides a complete introduction to international marketing in the twenty-first century. With up-to-date coverage of all core topics, an accessible writing style and distinct emphasis on culture, this new edition facilitates a deeper understanding of the subject. One of the only books to take a truly international approach, it’s an ideal text for students studying international marketing.

Su questo libro

L'autore:

Phillip R. CateoraProfessor Emeritus, The University of Colorado at Boulder. Received his Ph.D. from the University of Texas at Austin where he was elected to Beta Gamma Sigma. In his academic career at the University of Colorado he has served as Division Head of Marketing, Coordinator of International Business Programs, Associate Dean, and Interim Dean. His teaching has spanned a range of courses in marketing and international business, from fundamentals through the doctoral level. He received the University of Colorado Teaching Excellence Award and the Western Marketing Educators Associations Educator of the Year Award. Professor Cateora has conducted faculty workshops on internationalizing principles of marketing courses for the AACSB and participated in designing and offering similar faculty workshops under a grant by the Department of Education. In conjunction with these efforts, he co-authored Marketing: An International Perspective, a supplement to accompany principles of marketing texts. Professor Cateora has served as consultant to small export companies as well as multinational companies, served on the Rocky Mountain Export Council, and taught in management development programs. He is a Fellow of the Academy of International Business.

Contenuti:

Part IAn Overview
Chapter One -The Scope and Challenge of International Marketing
Chapter Two -The Dynamics of International Markets

Part II The Impact of Culture on International Marketing
Chapter Three -Geography and History: The Foundations of Cultural Understanding
Chapter Four -Cultural Dynamics in International Marketing
Chapter Five -Business Customs and Practices in International Marketing
Chapter Six -The International Political and Legal Environment

Part IIIAssessing International Market Opportunities
Chapter Seven -Researching International Markets
Chapter Eight -Emerging Markets and Market Behaviour
Chapter Nine - Multinational Market Regions and Market Groups

Part IV Strategies in International Markets
Chapter Ten -International Marketing Strategies
Chapter Eleven -International Market Entry Strategies
Chapter Twelve- International Branding Strategies
Chapter Thirteen - Exporting, Managing and Logistics
Chapter Fourteen - Ethics and Social Responsibility in International Marketing

Part VDeveloping International Marketing Strategies
ChapterFifteen- Product Decisions for International Markets
Chapter Sixteen- Marketing Industrial Products and Business Services
ChapterSeventeen - International Distribution and Retailing
Chapter Eighteen - Pricing for International Markets
Chapter Nineteen - International Promotion and Advertising
Chapter Twenty - Personal Selling and Negotiations

Part VI Supplementary Resources
Country Notebook
Case Studies

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2010
• ISBN 10: 0077122852
• ISBN 13: 9780077122850
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 728