INTERNATIONAL MARKETING.EUROPEAN EDITION. GHAURI C. Księgarnia

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

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.