The third edition of "International Marketing" provides a complete introduction to international marketing in the twenty-first century. With up-to-date coverage of all core topics, an accessible writing style and distinct emphasis on culture, this new edition facilitates a deeper understanding of the subject. One of the only books to take a truly international approach, it's an ideal text for students studying international marketing.
Table of Contents
Part IAn Overview Chapter One -The Scope and Challenge of International Marketing Chapter Two -The Dynamics of International Markets Part II The Impact of Culture on International Marketing Chapter Three -Geography and History: The Foundations of Cultural Understanding Chapter Four -Cultural Dynamics in International Marketing Chapter Five -Business Customs and Practices in International Marketing Chapter Six -The International Political and Legal Environment Part IIIAssessing International Market Opportunities Chapter Seven -Researching International Markets Chapter Eight -Emerging Markets and Market Behaviour Chapter Nine - Multinational Market Regions and Market Groups Part IV Strategies in International Markets Chapter Ten -International Marketing Strategies Chapter Eleven -International Market Entry Strategies Chapter Twelve- International Branding Strategies Chapter Thirteen - Exporting, Managing and Logistics Chapter Fourteen - Ethics and Social Responsibility in International Marketing Part VDeveloping International Marketing Strategies ChapterFifteen- Product Decisions for International Markets Chapter Sixteen- Marketing Industrial Products and Business Services ChapterSeventeen - International Distribution and Retailing Chapter Eighteen - Pricing for International Markets Chapter Nineteen - International Promotion and Advertising Chapter Twenty - Personal Selling and Negotiations Part VI Supplementary Resources Country Notebook Case Studies
Author Biography
Professor Pervez N. Ghauri teaches International Marketing and International Business at King's College London.
