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International Marketing
By: Pervez Ghauri, Philip R. Cateora
Paperback | 31 January 2014 | Edition Number 4
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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
- 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.
ISBN: 9780077148157
ISBN-10: 0077148150
Series: UK Higher Education Business Marketing
Published: 31st January 2014
Format: Paperback
Language: English
Number of Pages: 682
Audience: College, Tertiary and University
Publisher: McGraw Hill / Europe, Middle East & Africa
Country of Publication: GB
Edition Number: 4
Edition Type: Revised
Dimensions (cm): 26.0 x 19.4 x 2.5
Weight (kg): 1.18
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