Description
McGraw-Hill International Marketing by Pervez Ghauri , Philip Cateora
International Marketing 2/e offers a truly global treatment of this exciting area of marketing - providing students with all the resources they need to grasp the complexities and issues when marketing across borders. Totally updated since its previous edition, the book now features more streamlined chapters, new chapters, totally new cases and a brand new text design, making it one of the most compelling and exciting books available._x000D_ _x000D_PART I : An OverviewCHAPTER 1 The Scope and Challenge of International Marketing_x000D_
CHAPTER 2 The Dynamics of International Business_x000D_
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PART II: The Impact of Culture on International MarketingCHAPTER 3 Geography and History: The Foundations of Cultural Understanding_x000D_
CHAPTER 4 Cultural Dynamics in International Marketing_x000D_
CHAPTER 5 Business Customs and Practices in International Marketing_x000D_
CHAPTER 6 The International Political and Legal Environment_x000D_
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PART III: Assessing International Market OpportunitiesCHAPTER 7 Researching International Markets_x000D_
CHAPTER 8 Emerging Markets and Market Behaviour_x000D_
CHAPTER 9 Multinational Market Regions and Market Groups_x000D_
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PART IV Developing International Marketing StrategiesCHAPTER 10 International Marketing Strategies_x000D_
CHAPTER 11 International Market Entry Strategies_x000D_
CHAPTER 12 Exporting, Managing and Logistics_x000D_
CHAPTER 13 Developing Consumer Products for International Markets_x000D_
CHAPTER 14 Marketing Industrial Products and Business Services_x000D_
CHAPTER 15 The International Distribution System_x000D_
CHAPTER 16 International Advertising and Promotion _x000D_
CHAPTER 17 Personal Selling and Negotiations_x000D_
CHAPTER 18 Pricing for International Markets_x000D_
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PART V Ethical, Financial and Organisational Issues in International Marketing CHAPTER 19 Ethics and Social Responsibility in International Marketing_x000D_
CHAPTER 20 Financing and Managing International Marketing Operations_x000D_