INTERNATIONAL MARKETING
EUROPEAN EDITION
Cateora and Ghauri's
International Marketing text provides comprehensive and clear coverage of the topic,
demonstrating the importance of viewing international marketing management strategies from
a global perspective.
This European edition is a
revised and completely updated adaptation of the US text by Cateora, a well-established
international marketing text. It provides authoritative coverage of marketing issues and
many examples taken from European and Asian countries. New issues include Standardization
versus Adaptation, Emerging Markets, Green Marketing, Regional Market Groups like EU,
Non-Western Management Structures and the Organization of International Operations.
KEY FEATURES
- New cases from Europe and
Asia provide a truly international scope
- A diverse wealth of
real-world examples illustrates the practical applications of concepts
- Coverage of small and
medium-sized companies
- Learning objectives and
end-of-chapter summaries and questions reinforce core concepts and assist student learning
- Coverage of hot topics
including standarization versus adaptation, emerging markets and green marketing
CONTENTS
Part I The International
Environment
1. The Scope and Challenge of
International Marketing
2. The International Business
Environment
3. The Political Environment
4. The International Legal
Environment
Part II The Impact of Culture
on International Marketing
5. Geography and History: The
Foundations of Cultural Understanding
6. Cultural Dynamics in
International Marketing
7. Business Customs and
Practices in International Marketing
Part III Assessing
International Market Opportunities
8. Researching International
Markets
9. Emerging Markets and
Market Behaviour
10. Multinational Market
Regions and Market Groups
Part IV Developing
International Marketing Strategies
11. Developing International
Strategies
12. Export Trade Mechanics
and Logistics
13. Developing Consumer
Products for International Markets
14. Marketing Industrial
Products and Business Services
15. The International
Distribution System
16. The International
Advertising and Promotion Effort
17. Personal Selling and
Negotiations
18. Pricing for International
Markets
Part V Financing and Managing
International Marketing Operations
19. Financial Requirements
for International Marketing: A Major Concern for Smaller Firms
20. Organizing International
Marketing Activities
Part VI Supplementary
Material: Country Notebook and Cases
CN The Country Notebook: A
Guide for Developing a Marketing Plan
Cases
607 pages