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| Author | : Pervez Ghauri |
| Publisher | : McGraw Hill |
| Total Pages | : 659 |
| Release | : 2021-08-16 |
| Genre | : Business & Economics |
| ISBN | : 1526848600 |
In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. The text has been thoroughly updated to reflect the most recent developments in the current business environment and encourages students to critically engage with the content within the context of modern life. Key Features: - A new chapter dedicated to Digital and Social Media Marketing - Fully updated pedagogy, including ‘Going International’ vignettes and End of Chapter questions - Brand new examples and case studies from global and innovative companies including Red Bull, Gillette and Audi - Now includes Interactive activities, Testbank questions and Quizzes available on Connect® International Marketing is available with McGraw Hill’s Connect®, the online learning platform that features resources to help faculty and institutions improve student outcomes and course delivery efficiency. “International Marketing continues to be an essential subject in any business or management degree. Ghauri and Cateora’s book, now in its fifth edition, provides a most up-to-date and authentic evolution of the subject.” George S. Yip, Emeritus Professor of Marketing and Strategy, Imperial College Business School. Professor Pervez Ghauri teaches International Business at Birmingham Business School. He is Founding Editor for International Business Review (IBR) and Consulting Editor for Journal of International Business Studies (JIBS). Philip R. Cateora is Professor Emeritus at the University of Colorado. His teaching spanned a range of courses in marketing and international business from fundamentals through to doctoral level.
| Author | : Daniel W. Baack |
| Publisher | : SAGE |
| Total Pages | : 975 |
| Release | : 2018-11-20 |
| Genre | : Business & Economics |
| ISBN | : 1526463105 |
Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. New to the second edition: More global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka Brand new chapter on Culture & Cross-Cultural Marketing, including political unrest and the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries New coverage of digital advances and social media marketing Updated theory and methods, including Service Dominant Logic (S-DL), Consumer Culture Theory (CCT), and Netnography Additional videos supplementing the comprehensive online resource package for students and lecturers A wealth of online resources complement this book. These include a test bank of 50-65 questions per chapter, PowerPoint slides, sample syllabi, interactive maps, country fact sheets, flashcards, SAGE journal articles, and guidelines for developing a marketing plan.
| Author | : Giovanna Pegan |
| Publisher | : Springer Nature |
| Total Pages | : 195 |
| Release | : 2019-11-26 |
| Genre | : Business & Economics |
| ISBN | : 3030335887 |
Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers’ assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.
| Author | : Carlyle Farrell |
| Publisher | : SAGE |
| Total Pages | : 361 |
| Release | : 2015-09-10 |
| Genre | : Business & Economics |
| ISBN | : 1473910897 |
This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students′ learning ′Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field ′Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students
| Author | : Onkvisit |
| Publisher | : |
| Total Pages | : 750 |
| Release | : 2005 |
| Genre | : |
| ISBN | : 9788120312388 |
| Author | : Pervez N. Ghauri |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2021-08-06 |
| Genre | : Export marketing |
| ISBN | : 9781526848598 |
La 4è de couv. indique : "In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. The text has been thoroughly updated to reflect the most recent developments in the current business environment and encourages students to critically engage with the content within the context of modern life. Key Features: A new chapter dedicated to Digital and Social Media Marketing ; Fully updated pedagogy, including 'Going International' vignettes and End of Chapter questions ; Brand new examples and case studies from global and innovative companies including Red Bull, Gillette and Audi ; Now includes Interactive activities, Testbank questions and Quizzes available on Connect®. International Marketing is available with McGraw Hill's Connect®, the online learning platform that features resources to help faculty and institutions improve student outcomes and course delivery efficiency. “International Marketing continues to be an essential subject in any business or management degree. Ghauri and Cateora's book, now in its fifth edition, provides a most up-to-date and authentic evolution of the subject.” George S. Yip, Emeritus Professor of Marketing and Strategy, Imperial College Business School."
| Author | : Kate Gillespie |
| Publisher | : Routledge |
| Total Pages | : 518 |
| Release | : 2021-09-30 |
| Genre | : Business & Economics |
| ISBN | : 100043866X |
Strategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and their managerial implications. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization. Key updates include: Extensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East; New topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok; Updated exploration of often overlooked topics, such as China’s state-owned enterprises, the importance of diasporas as target markets, the threat of transnational criminal organizations to legitimate marketers, and new tensions among trading partners; A stronger recognition of the need for a growth mindset, value orientation, and innovation. Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.
| Author | : Pervez N. Ghauri |
| Publisher | : |
| Total Pages | : 682 |
| Release | : 2010 |
| Genre | : Export marketing |
| ISBN | : 9780077122850 |
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.
| Author | : Terry Wu |
| Publisher | : Springer |
| Total Pages | : 272 |
| Release | : 2016-09-15 |
| Genre | : Education |
| ISBN | : 1137542918 |
This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today.
| Author | : Shaoming Zou |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 322 |
| Release | : 2011-01-27 |
| Genre | : Business & Economics |
| ISBN | : 0857244477 |
Features the papers that report a variety of studies examining: international marketing behaviour of firms from emerging markets; market environments and consumer behaviour in emerging markets; and, MNCs' international marketing in emerging markets.
