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International Marketing Pervez Ghauri

International Marketing von Pervez Ghauri

International Marketing Pervez Ghauri

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Zusammenfassung

Offers a global treatment of international marketing - providing students with the resources they need to grasp the complexities and issues when marketing across borders.

International Marketing Zusammenfassung

International Marketing Pervez Ghauri

International Marketing 2/e offers a truly global treatment of this exciting area of marketing - providing students with all the resources they need to grasp the complexities and issues when marketing across borders. Totally updated since its previous edition, the book now features more streamlined chapters, new chapters, totally new cases and a brand new text design, making it one of the most compelling and exciting books available.

Über Pervez Ghauri

Phillip R. CateoraProfessor Emeritus, The University of Colorado at Boulder. Received his Ph.D. from the University of Texas at Austin where he was elected to Beta Gamma Sigma. In his academic career at the University of Colorado he has served as Division Head of Marketing, Coordinator of International Business Programs, Associate Dean, and Interim Dean. His teaching has spanned a range of courses in marketing and international business, from fundamentals through the doctoral level. He received the University of Colorado Teaching Excellence Award and the Western Marketing Educators Associations Educator of the Year Award. Professor Cateora has conducted faculty workshops on internationalizing principles of marketing courses for the AACSB and participated in designing and offering similar faculty workshops under a grant by the Department of Education. In conjunction with these efforts, he co-authored Marketing: An International Perspective, a supplement to accompany principles of marketing texts. Professor Cateora has served as consultant to small export companies as well as multinational companies, served on the Rocky Mountain Export Council, and taught in management development programs. He is a Fellow of the Academy of International Business.

Inhaltsverzeichnis

PART I : An Overview

CHAPTER 1 The Scope and Challenge of International Marketing
CHAPTER 2 The Dynamics of International Business


PART II: The Impact of Culture on International Marketing

CHAPTER 3 Geography and History: The Foundations of Cultural Understanding
CHAPTER 4 Cultural Dynamics in International Marketing
CHAPTER 5 Business Customs and Practices in International Marketing
CHAPTER 6 The International Political and Legal Environment


PART III: Assessing International Market Opportunities

CHAPTER 7 Researching International Markets
CHAPTER 8 Emerging Markets and Market Behaviour
CHAPTER 9 Multinational Market Regions and Market Groups


PART IV Developing International Marketing Strategies

CHAPTER 10 International Marketing Strategies
CHAPTER 11 International Market Entry Strategies
CHAPTER 12 Exporting, Managing and Logistics
CHAPTER 13 Developing Consumer Products for International Markets
CHAPTER 14 Marketing Industrial Products and Business Services
CHAPTER 15 The International Distribution System
CHAPTER 16 International Advertising and Promotion
CHAPTER 17 Personal Selling and Negotiations
CHAPTER 18 Pricing for International Markets


PART V Ethical, Financial and Organisational Issues in International Marketing

CHAPTER 19 Ethics and Social Responsibility in International Marketing
CHAPTER 20 Financing and Managing International Marketing Operations

Zusätzliche Informationen

GOR002489251
9780077108304
0077108302
International Marketing Pervez Ghauri
Pervez Ghauri
Gebraucht - Sehr Gut
Broschiert
McGraw-Hill Education - Europe
2005-08-16
624
N/A
Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Dies ist ein gebrauchtes Buch. Es wurde schon einmal gelesen und weist von der früheren Nutzung Gebrauchsspuren auf. Wir gehen davon aus, dass es im Großen und Ganzen in einem sehr guten Zustand ist. Sollten Sie jedoch nicht vollständig zufrieden sein, setzen Sie sich bitte mit uns in Verbindung.