International Marketing
2nd Edition
Published on 16. August 2005
Book
Paperback/Softback
624 pages
978-0-07-710830-4 (ISBN)
Description
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.
More details
Edition
2nd edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 262 mm
Width: 196 mm
Thickness: 29 mm
Weight
1252 gr
ISBN-13
978-0-07-710830-4 (9780077108304)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Phillip R. CateoraProfessor Emeritus, The University of Colorado at Boulder. 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 Educators Associations 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.
Content
PART I : An OverviewCHAPTER 1 The Scope and Challenge of International Marketing
CHAPTER 2 The Dynamics of International Business
PART II: The Impact of Culture on International MarketingCHAPTER 3 Geography and History: The Foundations of Cultural Understanding
CHAPTER 4 Cultural Dynamics in International Marketing
CHAPTER 5 Business Customs and Practices in International Marketing
CHAPTER 6 The International Political and Legal Environment
PART III: Assessing International Market OpportunitiesCHAPTER 7 Researching International Markets
CHAPTER 8 Emerging Markets and Market Behaviour
CHAPTER 9 Multinational Market Regions and Market Groups
PART IV Developing International Marketing StrategiesCHAPTER 10 International Marketing Strategies
CHAPTER 11 International Market Entry Strategies
CHAPTER 12 Exporting, Managing and Logistics
CHAPTER 13 Developing Consumer Products for International Markets
CHAPTER 14 Marketing Industrial Products and Business Services
CHAPTER 15 The International Distribution System
CHAPTER 16 International Advertising and Promotion
CHAPTER 17 Personal Selling and Negotiations
CHAPTER 18 Pricing for International Markets
PART V Ethical, Financial and Organisational Issues in International Marketing CHAPTER 19 Ethics and Social Responsibility in International Marketing
CHAPTER 20 Financing and Managing International Marketing Operations
CHAPTER 2 The Dynamics of International Business
PART II: The Impact of Culture on International MarketingCHAPTER 3 Geography and History: The Foundations of Cultural Understanding
CHAPTER 4 Cultural Dynamics in International Marketing
CHAPTER 5 Business Customs and Practices in International Marketing
CHAPTER 6 The International Political and Legal Environment
PART III: Assessing International Market OpportunitiesCHAPTER 7 Researching International Markets
CHAPTER 8 Emerging Markets and Market Behaviour
CHAPTER 9 Multinational Market Regions and Market Groups
PART IV Developing International Marketing StrategiesCHAPTER 10 International Marketing Strategies
CHAPTER 11 International Market Entry Strategies
CHAPTER 12 Exporting, Managing and Logistics
CHAPTER 13 Developing Consumer Products for International Markets
CHAPTER 14 Marketing Industrial Products and Business Services
CHAPTER 15 The International Distribution System
CHAPTER 16 International Advertising and Promotion
CHAPTER 17 Personal Selling and Negotiations
CHAPTER 18 Pricing for International Markets
PART V Ethical, Financial and Organisational Issues in International Marketing CHAPTER 19 Ethics and Social Responsibility in International Marketing
CHAPTER 20 Financing and Managing International Marketing Operations