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. Features: 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.
Profesor Emerito de la Universidad de Colorado en Boulder, recibio su Ph.D. de la Universidad de Texas en Austin, donde fue elegido miembro de Beta Gamma Sigma. En su carrera academica en la Universidad de Colorado se ha desempenado como Jefe de la Division de Marketing, Coordinador de Programas de Negocios Internacionales, Vicedecano y Decano Interino. Su ensenanza ha abarcado una amplia gama de cursos de marketing y negocios internacionales desde los fundamentos hasta el nivel de doctorado. Recibio la Universidad de Colorado Premio a la Excelencia Docente de Educador y de la Asociacion de Marketing de Western Educador del Ano.
Part 1: An Overview Chapter 1 The Scope and Challenge of International Marketing Chapter 2 The Dynamics of International Markets Part 2: The Impact of Culture and Political Systems on International Marketing Chapter 3 Geography and History: The Foundations of Cultural Understanding Chapter 4 Cultural Dynamics in International Marketing Chapter 5 The International Political and Legal Environment Part 3: Assessing International Market Opportunities Chapter 6 Researching International Markets Chapter 7 Emerging Markets and Market Behaviour Chapter 8 Regional Market Groups and Marketing Implications Part 4: Developing International Marketing Strategies Chapter 9 International Marketing Strategies Chapter 10 International Market Entry Strategies Chapter 11 International Segmentation and Position Chapter 12 International Branding Strategies Chapter 13 Exporting and Logistics Chapter 14 Ethics and Social Responsibility in International Marketing Part 5: Making International Marketing Decisions Chapter 15 Product Decisions for International Markets Chapter 16 Marketing Industrial Products and Business Services Chapter 17 International Distribution and Retailing Chapter 18 Pricing for International Markets Chapter 19 International Promotion and Advertising Chapter 20 Personal Selling and Negotiations Part 6: Supplementary Resources The Country Notebook: a Guide for Developing a Marketing Plan Case Studies
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- ID: 9780077148157
4th Revised edition
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