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International Marketing, 2nd Edition

by: Philip Cateora, John Graham, Gillian Sullivan Mort, Clare D'Souza, Mehdi Taghian, Jay Weerawardena

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Retail Price: $167.95

Publisher: MCGRAW-HILL,31.10.11

Category: MARKETING Level: B/I/A

ISBN: 0071014837
ISBN13: 9780071014830

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Description

In this era of rapid global economic growth and change, an understanding of how marketing is impacted by culture and society is vitally important. This leading text provides a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics. Cateora helps students to see the cultural and environmental uniqueness of any nation or region. This edition provides a particular focus on the changing dynamics in the Asia Pacific region and their importance in the wider global context. The second edition of International Marketing includes greater coverage of digital marketing, social and interactive marketing. For example, Sri Lankan farmers connecting to markets via mobile phones, Indonesia and intellectual property rights violations and how high fashion is harnessing the internet to become more accessible. It also benefits from increased focus on ethics and sustainability as well as more content relating to emerging markets as a direct result of market feedback.

PART 1: OVERVIEW
1. The scope and challenge of international marketing
2. The dynamic environment of international trade
PART 2: EXTERNAL ENVIRONMENT
3. Cultural dynamics in assessing global markets
4. Culture, management style and business systems
5. Financing the international operation
6. The political and legal environment: a critical concern
PART 3: GLOBAL OPPORTUNITIES
7. Developing a global vision through marketing research
8. Emerging markets
9. Multinational market regions and market groups
PART 4: DEVELOPING GLOBAL MARKET STRATEGIES
10. Global market management
11. Small and medium size enterprise (SME) internationalisation
12. Products for consumers
13. Products for services for businesses
14. International marketing channels
15. Exporting, managing and logistics
16. Integrated marketing communications and international advertising
17. Personal selling and sales management
18. Pricing for international markets
PART FIVE: SUPPLEMENTARY MATERIAL
Country Notebook and end of book cases