International Marketing, 5e

5. Auflage 2021
ISBN: 978-1-5268-4859-8
Verlag: McGraw-Hill

Buch, Englisch, Format (B × H): 197 mm x 266 mm, Gewicht: 1144 g

In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. The text has been thoroughly updated to reflect the most recent developments in the current business environment and encourages students to critically engage with the content within the context of modern life.

Key Features:

- A new chapter dedicated to Digital and Social Media Marketing
- Fully updated pedagogy, including ‘Going International’ vignettes and End of Chapter questions
- Brand new examples and case studies from global and innovative companies including Red Bull, Gillette and Audi
- Now includes Interactive activities, Testbank questions and Quizzes available on Connect®

International Marketing is available with McGraw Hill’s Connect®, the online learning platform that features resources to help faculty and institutions improve student outcomes and course delivery efficiency. 

“International Marketing continues to be an essential subject in any business or 
management degree. Ghauri and Cateora’s book, now in its fifth edition, provides a most up-to-date and authentic evolution of the subject.” 
George S. Yip, Emeritus Professor of Marketing and Strategy, Imperial College Business School.

Professor Pervez Ghauri teaches International Business at Birmingham Business School. He is Founding Editor for International Business Review (IBR) and Consulting Editor for Journal of International Business Studies (JIBS).

Philip R. Cateora is Professor Emeritus at the University of Colorado. His teaching spanned a range of courses in marketing and international business from fundamentals through to doctoral level.

Autoren/Hrsg.

Ghauri, Pervez

Cateora, Philip

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines

Inhaltsverzeichnis

Introduction
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: Understanding the Foundations of Culture
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 and Regional Markets
Chapter 8: Exporting and Managing Logistics 

Part 4: Developing International Marketing Strategies 
Chapter 9: International Marketing Strategies
Chapter 10: International Market Entry Strategies
Chapter 11: Segmentation and Positioning in International Markets 
Chapter 12: International Branding Strategies
Chapter 13: Digital and Social Media Marketing 
Chapter 14: Ethics and Social Responsibility in International Marketing

Part 5: Developing International Marketing Strategies
Chapter 15: Product Decisions for International Markets
Chapter 16: Marketing Industrial Products and 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 to Accompany Parts 1-5

Über Autor(innen)

Cateora, Philip
Philip R. Cateora is Professor Emeritus, The University of Colorado at Boulder. He received his Ph.D. from the University of Texas at Austin where he was elected to Beta Gamma Sigma. In his academic career at the University of Colorado he has served as Division Head of Marketing, Coordinator of International Business Programs, Associate Dean, and Interim Dean. His teaching has spanned a range of courses in marketing and international business, from fundamentals through the doctoral level. He received the University of Colorado Teaching Excellence Award and the Western Marketing Educator’s Association’s Educator of the Year Award. Professor Cateora has conducted faculty workshops on internationalizing principles of marketing courses for the AACSB and participated in designing and offering similar faculty workshops under a grant by the Department of Education. In conjunction with these efforts, he co-authored Marketing: An International Perspective, a supplement to accompany principles of marketing texts. Professor Cateora has served as consultant to small export companies as well as multinational companies, served on the Rocky Mountain Export Council, and taught in management development programs. He is a Fellow of the Academy of International Business.