International marketing / Pervez N. Ghauri and Philip R. Cateora.
By: Ghauri, Pervez N [author]
.
Contributor(s): Cateora, Philip R [author].
Material type: 
BookPublisher: Berkshire : McGraw-Hill Education, [2014]Copyright date: ©2014Edition: Fourth edition.Description: xxvii, 635 pages : color illustrations ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780077148157 (paperback); 0077148150 (paperback).Subject(s): Export marketing | International business enterprisesAdditional physical formats: Electronic version: International marketing.DDC classification: 658.84 | 658.848 CAT Also available in electronic form.| Item type | Current library | Call number | Copy number | Status | Barcode | |
|---|---|---|---|---|---|---|
| General lending | MTU Bishopstown Library Lending | 658.84 (Browse shelf(Opens below)) | 1 | Available | 00163645 | |
| General lending | MTU Kerry North Campus Library First Floor Main | 658.848 CAT (Browse shelf(Opens below)) | Available | 38888000931299 | ||
| General lending | MTU Kerry North Campus Library First Floor Main | 658.848 CAT (Browse shelf(Opens below)) | Available | 38888000930432 |
Enhanced descriptions from Syndetics:
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.
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 --Geography and history: 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 markets and market behaviour -- Regional market groups and marketing implications -- Part 4: Developing international marketing strategies -- International marketing strategies -- International market entry strategies -- International segmentation and positioning -- International branding strategies -- Exporting and logistics -- Ethics and social responsibility in international marketing -- Part 5: Developing international marketing decisions -- Product decisions for international markets -- Marketing industrial products and business 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.
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; and 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.
CIT Module MGMT 7008 - Core reading.
Also available in electronic form.