International Marketing / Pervez N. Ghauri, Philip Cateora.

Livre

Ghauri, Pervez N (1948-....)

In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. The text has been thoroughly updated to reflect the most recent developments in the current business environment and encourages students to critically engage with the content within the context of modern life.Key Features:- A new chapter dedicated to Digital and Social Media Marketing- Fully updated pedagogy, including `Going International' vignettes and End of Chapter questions- Brand new examples and case studies from global and innovative companies including Red Bull, Gillette and Audi- Now includes Interactive activities, Testbank questions and Quizzes available on ConnectrInternational Marketing is available with McGraw Hill's Connectr, the online learning platform that features resources to help faculty and institutions improve student outcomes and course delivery efficiency. "International Marketing continues to be an essential subject in any business or management degree. Ghauri and Cateora's book, now in its fifth edition, provides a most up-to-date and authentic evolution of the subject." George S. Yip, Emeritus Professor of Marketing and Strategy, Imperial College Business School.Professor Pervez Ghauri teaches International Business at Birmingham Business School. He is Founding Editor for International Business Review (IBR) and Consulting Editor for Journal of International Business Studies (JIBS).Philip R. Cateora is Professor Emeritus at the University of Colorado. His teaching spanned a range of courses in marketing and international business from fundamentals through to doctoral level.

IntroductionPart 1: An OverviewChapter 1: The Scope and Challenge of International MarketingChapter 2: The Dynamics of International MarketsPart 2: The Impact of Culture and Political Systems on International MarketingChapter 3: Understanding the Foundations of CultureChapter 4: Cultural Dynamics in International MarketingChapter 5: The International Political and Legal EnvironmentPart 3: Assessing International Market OpportunitiesChapter 6: Researching International MarketsChapter 7: Emerging and Regional MarketsChapter 8: Exporting and Managing Logistics Part 4: Developing International Marketing Strategies Chapter 9: International Marketing StrategiesChapter 10: International Market Entry StrategiesChapter 11: Segmentation and Positioning in International Markets Chapter 12: International Branding StrategiesChapter 13: Digital and Social Media Marketing Chapter 14: Ethics and Social Responsibility in International MarketingPart 5: Developing International Marketing StrategiesChapter 15: Product Decisions for International MarketsChapter 16: Marketing Industrial Products and Services Chapter 17: International Distribution and RetailingChapter 18: Pricing for International MarketsChapter 19: International Promotion and Advertising Chapter 20: Personal Selling and NegotiationsPart 6: Supplementary ResourcesThe Country Notebook: A Guide for Developing a Marketing PlanCase Studies to Accompany Parts 1-5.

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