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Now in its fourth edition, this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in todays dynamic business environment. Contemporary, engaging and accessible, International Marketingis essential reading for the aspiring practitioner.You will discover:The importance of international marketing to creating growth and valueThe management practices of companies, large and small, seeking market opportunities outside their home countryWhy international marketing management strategies should be viewed from a global perspectiveThe role of emerging economies in todays business environmentThe impact of increased competition, changing market structures, and differing cultures upon businessKey Features: An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate. Going International vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples. Further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study Key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online. A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning.Professor Pervez Ghauri teaches International Marketing and International Business at Kings College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008.
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: Geography and History: The Foundations of Cultural Understanding 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 Market Chapter 7: Emerging Markets and Market Behaviour Chapter 8: Regional Market Groups and Marketing Implications Part 4: Developing International Marketing Strategies Chapter 9: International Marketing Strategies Chapter 10: International Market Entry Strategies Chapter 11: International Segmentation and Position Chapter 12: International Branding Strategies Chapter 13: Exporting and Logistics Chapter 14: Ethics and Social Responsibility in International Marketing Part 5: Making International Marketing Decisions Chapter 15: Product Decisions for International Markets Chapter 16: Marketing Industrial Products and Business 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