International Marketing

Pervez Ghauri, Philip Cateora

660 pages, parution le 01/08/2005 (2^eme édition)

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Résumé

International Marketing 2e offers a truly global treatment of one of the most challenging and exciting areas of marketing today. A comprehensive text, this book provides students with all of the resources they need to grasp the complexities of international marketing, both in theory and practice. Each chapter is totally up-to-date and this edition boasts a new structure, new topics, new cases, new examples and study features, making this one of the most compelling and competitive books available.

Key features

Up-to-date coverage

The book includes extensive coverage of the most contemporary issues in the area, including: ethics and social responsibility, relationship marketing, e-marketing, branding, promotion, segmentation, consumer behaviour and entry strategies. It also features the most up-to-date information on EU members and other multinational regions.

Real life examples

Every chapter is full of relevant and insightful examples of international marketing and you'll find the following real-life example features:

over 100 Going International vignettes
23 in-depth case studies covering companies from around the world

Cultural emphasis

The text retains its strong cultural emphasis, differentiating it from the competition and helping readers truly appreciate the cultural subtleties required to understand international marketing. Lively examples of cultural contrasts bring the ideas to life.

User-friendly

Now in full-colour, this book is easier to use than ever before and is full of colour images, diagrams, tables and charts as well as an extensive World Map section. Student learning features include:

Discussion questions
End-of-chapter study questions
Key term definitions
Glossary
Further reading
Case studies with questions

L'auteur - Pervez Ghauri

Professor Pervez Ghauri teaches Marketing at Manchester Business School.

Sommaire

Preface
Acknowledgments
Guided tour
Technology to enhance learning and teaching
Maps
An Overview
The Impact of Culture on International Marketing
Assessing International Market Opportunities
Developing International Marketing Strategies
Ethical, Financial and Organisational Issues in International Marketing
Supplementary Resources
Glossary
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Pervez Ghauri, Philip Cateora
Parution	01/08/2005
Édition	2^eme édition
Nb. de pages	660
Format	19,5 x 26
Couverture	Broché
Poids	1274g
Intérieur	Quadri
EAN13	9780077108304
ISBN13	978-0-07-710830-4