Now in its fourth edition, this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today's dynamic business environment. Contemporary, engaging and accessible, International Marketing is essential reading for the aspiring practitioner.
You will discover:
The importance of international marketing to creating growth and value
The management practices of companies, large and small, seeking market opportunities outside their home country
Why international marketing management strategies should be viewed from a global perspective
The role of emerging economies in today's business environment
The impact of increased competition, changing market structures, and differing cultures upon business
Key Features:
An extensive collection of in-depth Case Studies focus upon a diverse range of companies from around the world and are designed to apply understanding and provoke debate.
'Going International' vignettes go beyond the theory and demonstrate international marketing in real life with contemporary and engaging examples.
Further Reading sections have been designed to reflect both the most influential and the most recent studies relating to each chapter acting as a spring board to further study
Key Terms are highlighted where they first appear and define in the margin for ease of reference to aid understanding. A full Glossary is also provided at the end of the book and online.
A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning.
Weiterführende Informationen
Personen: Ghauri, Pervez N. Cateora, Philip R.
Standort: RÜD
QP 680 G411 (4)
Ghauri, Pervez N. [Verfasser]:
International marketing / Pervez Ghauri ; Philip Cateora. - 4. Auflage. - London [u.a.] : McGraw-Hill Higher Education, 2014. - XXVII, 635 Seiten : Illustrationen, graphische Darstellungen
ISBN 978-0-07-714815-7 kartoniert : EUR 69.95
Allgemeine Betriebswirtschaftslehre - Buch