International Marketing, European Edition
Pervez Ghauri,Graham Cateora

ISBN: 0077108302,
Division: Higher Education,
Price: £39.99,
Pub Date: JUL-05,

Pages: 624
Edition: 02
Format: Paperback

Availability: In Stock

OL1[F]http://mcgraw-hill.co.uk/textbooks/ghauri

Description

International Marketing 2/e offers a truly global treatment of this exciting area of marketing - providing students with all the resources they need to grasp the complexities and issues when marketing across borders. Totally updated since its previous edition, the book now features more streamlined chapters, new chapters, totally new cases and a brand new text design, making it one of the most compelling and exciting books available.

Features

  • Ethics
    2/e includes a brand new chapter on Ethics and international marketing which covers social responsibility, fair trade and anti-globalization. By including a full chapter on ethics rather than just including examples in the text, the book really debates the complexities of ethics and marketing and encourages students to take ethics on board as a part of marketing, rather than a side issue
  • New topics
    To reflect developments in the field the book includes the most contemporary topics and ideas, including new coverage of: relationship marketing, e-marketing, branding, promotion, segmentation and consumer behaviour.


  • Case studies
    A comprehensive case study section including 23 new and updated cases is contained at the back of the book, covering the most contemporary issues and companies.


  • New examples
    70% of boxes have been replaced with new and up-to-date examples of marketing around the globe.


  • Glossary This new edition includes a brand new glossary of key terms. While students work through the book the key terms are highlighted in the main text, and the full glossary can be found at the back of the book, to make revision and learning easier than ever.
  • Maps
    The book contains a wide selection of four-colour maps for easy and quick reference, including world map, population map, trade routes map, EU members and more.


  • Superior presentation
    The 2/e boasts a brand new 4 colour text design, making full use of colour images, diagrams, tables and charts, with clearly presented chapter assessment material and excellent use of topic breakdowns.


  • Refined pedagogy
    Each chapter has learning objectives, topic overviews, key term definitions, boxed examples, mini-cases, review questions, references and up-to-date further reading suggestions. All of this material has been significantly updated since the previous edition to ensure it is fresh and relevant.


  • Multinational regions
    This section reflects the most recent information about EU members and has been completely updated to focus on EU versus NAFTA and ASEAN issues.


    • Author Biography

    Professor Pervez Ghauri teaches Marketing at UMIST.


    Table of Contents


    PART I : An Overview

    CHAPTER 1 The Scope and Challenge of International Marketing
    CHAPTER 2 The Dynamics of International Business



    PART II: The Impact of Culture on International Marketing

    CHAPTER 3 Geography and History: The Foundations of Cultural Understanding
    CHAPTER 4 Cultural Dynamics in International Marketing
    CHAPTER 5 Business Customs and Practices in International Marketing
    CHAPTER 6 The International Political and Legal Environment



    PART III: Assessing International Market Opportunities

    CHAPTER 7 Researching International Markets
    CHAPTER 8 Emerging Markets and Market Behaviour
    CHAPTER 9 Multinational Market Regions and Market Groups



    PART IV Developing International Marketing Strategies

    CHAPTER 10 International Marketing Strategies
    CHAPTER 11 International Market Entry Strategies
    CHAPTER 12 Exporting, Managing and Logistics
    CHAPTER 13 Developing Consumer Products for International Markets
    CHAPTER 14 Marketing Industrial Products and Business Services
    CHAPTER 15 The International Distribution System
    CHAPTER 16 International Advertising and Promotion
    CHAPTER 17 Personal Selling and Negotiations
    CHAPTER 18 Pricing for International Markets



    PART V Ethical, Financial and Organisational Issues in International Marketing

    CHAPTER 19 Ethics and Social Responsibility in International Marketing
    CHAPTER 20 Financing and Managing International Marketing Operations



    Website: www.mcgraw-hill.co.uk Tel: +44 (0) 1628 502500