International marketing /

Main Author: Ghauri, Pervez N., 1948-
Other Authors: Cateora, Philip R.
Format: Book
Language:English
Published: London : McGraw Hill Education, c2014.
Edition:4th ed.
Subjects:
Table of Contents:
  • 1. The scope and challenge of international marketing
  • 2. The dynamics of international markets
  • 3. Geography and history : the foundations of cultural understanding
  • 4. Cultural dynamics in international marketing
  • 5. The international political and legal environment
  • 6. Researching international markets
  • 7. Emerging markets and market behaviour
  • 8. Regional market groups and marketing implications
  • 9. International marketing strategies
  • 10. International market entry strategies
  • 11. International segmentation and positioning
  • 12. International branding strategies
  • 13. Exporting and logistics
  • 14. Ethics and social responsibility in international marketing
  • 15. Product decisions for international markets
  • 16. Marketing industrial products and business services
  • 17. International distribution and retailing
  • 18. Pricing for international markets
  • 19. International promotion and advertising
  • 20. Personal selling and negotiations.