International marketing [printed text] / Pervez N. Ghauri, Author ; Philip R. Cateora, Author  . -  3rd Edition . - London : McGraw-Hill Education, 2010 . - xlvi, 682 p. : ill (col) ; 27 cm.
ISBN : 978-0-07-712285-0

Class number:	658.84
Abstract:	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.
Contents note:	Preface; Acknowledgements; Guide Tour; Technology to Enhance Learning and Teachingl Maps Part 1: An Overview 1. The scope and challenge of international marketing; 2. The dynamics of international markets Part 2: The Impact of Culture on International Marketing 3. Geography and history: the foundations of cultural understanding; 4. Cultural dynamics in international marketing; 5. Business customs and practices in international marketing; 6. The international political and legal environment Part 3: Assessing International Market Opportunities 7. Researching international markets; 8. Emerging markets and market behaviour; 9. Multinational market regions and market groups Part 4: Developing International Marketing Strategies 10. International market strategies; 11. International market entry strategies; 12. International branding strategies; 13. Exporting, managing and logistics; 14. Ethics and Social Responsibility in international marketing Part 5: Developing International Marketing Strategies 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 Part 6: Supplementary Resources The Country Notebook: a guide for developing a marketing plan Case Studies 1.1 Strategy formulation at Zanzibar; 1.2 Starbucks: Going Global Fast; 1.3 Halliburton 'Over-billing' Controversy; 2.1 Cultural Norms, Fair and Lovely and Advertising; 2.2 The McDonald's 'Beef Fries' Controversy; 2.3 Coke and Pepsi Learn to Compete in India; 3.1 Motorola in China; 3.2 Adidas: The Marketing Policy for the European Market; 3.3 Aldi Lidl: International Expansion of Two German Grocery Discounters; 4.1 Wal-Mart's German Misadventure; 4.2 Handl Tyrol: Market Selection and Coverage Decisions of a Medium-sized Austrian Enterprise; 4.3 IKEA: Entering Russia; 4.4 The 'David Beckham' Brand; 4.5 Luxottica: Internationalisation and Expansion; 4.6 FedEx vs. UPS - Competing with Contrasting Strategies in China; 4.7 Tetra Pak's Packaging Innovations; 5.1 Levi-Stauss Signature: A New Brand for Mass-Channel Retail Stores; 5.2 Apple Inc.'s iPhone: Can iPhone maintain its Initial Momentum; 5.3 UGG Boots: Australian Generic Product to Global Luxury Brand; 5.4 L'Oreal - Building a Global Cosmetic Brand Glossary; Index; Author Index.