International marketing [printed text] / Philip R. Cateora, Author ; Pervez N. Ghauri, Author  . -  European Edition . - Maidenhead : McGraw-Hill Higher Education, 1999 . - xxi, 607p : ill (col) ; 25 cm.
ISBN : 978-0-256-23654-5
A revised and updated edition with examples from European and Asian markets. New to this volume are discussions on standardization versus adaptation, emerging markets, green marketing, regional market groups like the EU and non-Western management structures.

Class number:

658.84

Contents note:

Part 1 An Overview 1. The Scope and Challenge of International Marketing; 2. The International Business Environment; 3. The Political Environment; 4. The International Legal Environment Part 2 The Impact of Culture on Internatonal Marketing 5. Geography and History - the foundations of cultural understanding; 6. Cultural Dynamics in International Marketing; 7. Business Customs and Practices in International Marketing Part 3 Assessing International Market Opportunities 8. Researching International Markets; 9. Emerging Markets and Market Behaviour; 10. Multinational Market Regions and Market Groups Part 4 Developing International Marketing Strategies 11. Developing International Marketing Strategies; 12. Export Trade Mechanics and Logistics; 13. Developing Consumer Products for International Markets; 14. Marketing Industrial Products and Business Services; 15. The International Distribution System; 16. The International Advertising and Promotion Effort; 17. Personal Selling and Negotiations; 18. Pricing for International Markets Part 5 Financing and Managing International Marketing Operations 19. Financial Requirements for Internaional Marketing - A Major Concern for Smaller Firms; 20. Organizing International Marketing Activities Part 6 Supplementary Material: Country Notebook and Cases.