International Marketing [Lingua inglese] - Brossura

Ghauri, Pervez; Cateora, Philip R.

Brossura

ISBN 10: 0077148150 ISBN 13: 9780077148157

Casa editrice: McGraw-Hill Education, 2015

Riassunto

Now in its fourth edition, this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today’s dynamic business environment. Contemporary, engaging and accessible, International Marketing is essential reading for the aspiring practitioner.

You will discover:

·The importance of international marketing to creating growth and value

·The management practices of companies, large and small, seeking market opportunities outside their home country

·Why international marketing management strategies should be viewed from a global perspective

·The role of emerging economies in today’s business environment

·The impact of increased competition, changing market structures, and differing cultures upon business

Key Features:

·An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate.

·‘Going International’ vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples.

·Further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study

·Key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online.

·A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning.

Professor Pervez Ghauri teaches International Marketing and International Business at King’s College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008.

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 1: An Overview

Chapter 1The Scope and Challenge of International Marketing
Chapter 2The Dynamics of International Markets

Part 2: The Impact of Culture and Political Systems on International Marketing

Chapter 3Geography and History: The Foundations of Cultural Understanding
Chapter 4Cultural Dynamics in International Marketing
Chapter 5The International Political and Legal Environment

Part 3: Assessing International Market Opportunities

Chapter 6Researching International Markets
Chapter 7Emerging Markets and Market Behaviour
Chapter 8Regional Market Groups and Marketing Implications

Part 4: Developing International Marketing Strategies

Chapter 9International Marketing Strategies
Chapter 10International Market Entry Strategies
Chapter 11International Segmentation and Position
Chapter 12 International Branding Strategies
Chapter 13Exporting and Logistics
Chapter 14Ethics and Social Responsibility in International Marketing

Part 5: Making International Marketing Decisions

Chapter 15Product Decisions for International Markets
Chapter 16Marketing Industrial Products and Business Services
Chapter 17International Distribution and Retailing
Chapter 18Pricing for International Markets
Chapter 19International Promotion and Advertising
Chapter 20Personal Selling and Negotiations

Part 6: Supplementary Resources

The Country Notebook: a Guide for Developing a Marketing Plan
Case Studies

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2015
• ISBN 10: 0077148150
• ISBN 13: 9780077148157
• Rilegatura: Copertina flessibile
• Numero edizione: 4
• Numero di pagine: 682