MTU Library Catalogue

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International marketing / Pervez N. Ghauri and Philip R. Cateora.

By: Ghauri, Pervez N, 1948- [author].
Contributor(s): Cateora, Philip R [author].
Material type: materialTypeLabelBookPublisher: New York, NY : McGraw-Hill Education, [2022]Copyright date: ©2022Edition: Fifth edition.Description: xvi, 626 pages : color illustrations, 20cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781526848598 (paperback); 1526848597 (paperback).Subject(s): Export marketing | International business enterprisesDDC classification: 658.84 | 658.848 CAT
Contents:
Part 1: An overview -- The scope and challenge of international marketing -- The dynamics of international markets -- Part 2: The impact of culture and political systems on international marketing -- The foundations of cultural understanding -- Cultural dynamics in international marketing -- The international political and legal environment -- Part 3: Assessing international market opportunities -- Researching international markets -- Emerging and regional markets -- Exporting and logistics -- Part 4: Developing international and marketing strategies -- International marketing strategies --- International market entry strategies -- Segmentation and positioning in international markets -- International branding strategies -- Digital and social media marketing -- Ethics and social responsibility in international marketing -- Part 5: Developing international marketing strategies -- Product decisions for international markets -- Marketing industrial products and services -- International distribution and retailing -- Pricing for international markets -- International promotion and advertising -- Personal selling and negotiations -- Part 6: Supplementary resources -- The country notebook: a guide for developing a marketing plan -- Case studies to accompany parts 1-5.
Subject: 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. -- Provided by publisher.
Holdings
Item type Current library Call number Status Notes Barcode
General lending MTU Bishopstown Library Lending 658.84 (Browse shelf(Opens below)) Available MTU Cork Module MGMT 7012 - Core reading. 00220318
General lending MTU Kerry North Campus Library First Floor Main 658.848 CAT (Browse shelf(Opens below)) Available MTU Kerry Module MKTG71001 - Essential reading. 38888000956262
General lending MTU Kerry North Campus Library First Floor Main 658.848 CAT (Browse shelf(Opens below)) Available MTU Kerry Module MKTG71001 - Essential reading. 38888000956270
Total holds: 0

Includes bibliographical references and index.

Part 1: An overview -- The scope and challenge of international marketing -- The dynamics of international markets -- Part 2: The impact of culture and political systems on international marketing -- The foundations of cultural understanding -- Cultural dynamics in international marketing -- The international political and legal environment -- Part 3: Assessing international market opportunities -- Researching international markets -- Emerging and regional markets -- Exporting and logistics -- Part 4: Developing international and marketing strategies -- International marketing strategies --- International market entry strategies -- Segmentation and positioning in international markets -- International branding strategies -- Digital and social media marketing -- Ethics and social responsibility in international marketing -- Part 5: Developing international marketing strategies -- Product decisions for international markets -- Marketing industrial products and services -- International distribution and retailing -- Pricing for international markets -- International promotion and advertising -- Personal selling and negotiations -- Part 6: Supplementary resources -- The country notebook: a guide for developing a marketing plan -- Case studies to accompany parts 1-5.

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. -- Provided by publisher.

MTU Cork Module MGMT 7012 - Core reading.

MTU Kerry Module MKTG71001 - Essential reading.