000			05699pam a2200289 i 4500
001			9951561073804341
005			20260512130902.0
008			131128s2014 enkab b 001 0 eng d
015			_aGBB3A8831 _2bnb
020			_a9780077148157
035			_a(Uk)016557235
035			_a(StEdNL)5156107-nlsdb-Voyager
040			_aStDuBDS _beng _cStDuBDS _dUk _erda
041			_aEnglish
100			_aGhauri, Pervez N. _d1948- _eauthor. _921139
245	1	0	_aInternational marketing _c/ Pervez N. Ghauri, Philip Cateora.
250			_aFourth edition.
264		1	_aLondon : _bMcGraw-Hill Education, _c[2014]
300			_axxvii, 635 pages : _billustrations, maps ; _c27 cm
504			_aIncludes bibliographical references and index.
505			_aPART ONE: AN OVERVIEW — The Scope and Challenge of International Marketing — The Dynamic Environment of International Trade — PART TWO: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS — History and Geography: The Foundations of Culture — Cultural Dynamics in Assessing Global Markets — Culture, Management Style, and Business Systems — The Political Environment: A Critical Concern — The International Legal Environment: Playing by the Rules — PART THREE: ASSESSING GLOBAL MARKET OPPORTUNITIES — Developing a Global Vision through Marketing Research — Economic Development and the Americas — Europe, Africa, and the Middle East — The Asia Pacific Region — PART FOUR: DEVELOPING GLOBAL MARKETING STRATEGIES — Global Marketing Management: Planning and Organization — Products and Services for Consumers — Products and Services for Businesses — International Marketing Channels — Integrated Marketing Communications and International Advertising — Personal Selling and Sales Management — Pricing for International Markets — PART FIVE: IMPLEMENTING GLOBAL MARKETING STRATEGIES — Inventive Negotiations with International Customers, Partners, and Regulators — PART SIX: SUPPLEMENTARY MATERIAL — The Country Notebook — A Guide for Developing a Marketing Plan — CASES — An Overview — Starbucks — Going Global Fast — Nestlé: The Infant Formula Controversy — Coke and Pepsi Learn to Compete in India — Marketing Microwave Ovens to a New Market Segment — A Social Entrepreneur Explores Alternative Business Models during the COVID-19 Pandemic — Living in a Box ... The Way of the Future? — The Cultural Environment of Global Marketing — The Not-So-Wonderful World of EuroDisney — to Paris, Hong Kong, Shanghai, and Beyond — Cultural Norms, Fair & Lovely, and Advertising — Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe? — When International Buyers and Sellers Disagree — McDonald’s and Obesity — Ultrasound Machines, India, China, and a Skewed Sex Ratio — Counterfeit Mobile Phones in Southeast Asia — Careem: MENA Ride-Hailing Leader Strategizes Future Growth as an Uber Subsidiary — Assessing Global Market Opportunities — International Marketing Research at the Mayo Clinic — Swifter, Higher, Stronger, Dearer — Marketing to the Bottom of the Pyramid — Continued Growth for Zara and Inditex — Club Med and the International Consumer — Gillette — The 11-Cent Razor, India, and Reverse Innovation — Amazon in Emerging Markets — Developing Global Marketing Strategies — Tambrands — Overcoming Cultural Resistance — Futuram’s Risk Management Strategy — Sales Negotiations Abroad for MRI Systems — National Office Machines — Motivating Japanese Salespeople — Straight Salary or Commission? — AIDS, Condoms, and Carnival — Making Socially Responsible and Ethical Marketing Decisions — Selling Tobacco to Third World Countries — The Obstacles to Introducing a New Product into a New Market — Mary Kay in India — Noland Stores Cleans Up Its Act.
520			_aPioneers in the field, Cateora, Money, Gilly, and Graham continue to set the standard in this 19th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region. The dynamic nature of the international marketplace is reflected in the number of substantially improved and expanded topics in this 19th, including the following: Over 300 new academic articles and their findings. All data, text, photos and images have been updated for currency, as has the corresponding content within McGraw Hill Connect with adaptive SmartBook. NEW Cases: New cases accompany the 19e, enlivening the material in the book and class discussions while broadening a student’s critical thinking skills. These cases bring forth many of the topics discussed in the chapters and demonstrate how these concepts are dealt with in the real world. These cases can be assigned in Connect and SmartBook. Optionally, a case booklet can be create using McGraw-Hill CREATE. Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining examples are designed to encourage critical thinking and guide students through topics ranging from ethical to cultural to global issues facing marketers today. 4-Color Design: New color maps and exhibits allow for improved pedagogy and a clearer presentation of international symbols and cultural meanings in marketing and advertising. In addition, photos that depend on full color for maximum impact easily bring many global examples to life.
530			_aAlso issued online.
650		0	_aExport marketing _93292
700			_aCateora, Philip R., _eauthor. _926036
942			_2lcc
999			_c1487 _d1487