International Marketing, European Edition

Erscheinungsjahr 1999
ISBN: 978-0-256-23654-5
Verlag: McGraw-Hill Education

Buch, Englisch

This European edition is a revised and completely updated adaptation of the US text by Cateora, a well-established international marketing text. It provides authoritative coverage of marketing issues and many examples taken from European and Asian countries. New issues include Standardization versus Adaptation, Emerging Markets, Green Marketing, Regional Market Groups like EU, Non-Western Management Structures and the Organization of International Operations.

Autoren/Hrsg.

Cateora, Philip

Ghauri, Pervez

Inhaltsverzeichnis

Part I An Overview
1. The Scope and Challenge of International Marketing
2. The International Business Environment
3. The Political Environment
4. The International Legal Environment Part II The Impact of Culture on International Marketing
5. Geography and History: The Foundations of Cultural Understanding
6. Cultural Dynamics in International Marketing
7. Business Customs and Practices in International Marketing Part III Assessing International Market Opportunities
8. Researching International Markets
9. Emerging Markets and Market Behaviour
10. Multinational Market Regions and Market Groups Part IV Developing International Marketing Strategies
11. Developing International Marketing Strategies
12. Export Trade Mechanics and Logistics
13. Developing Consumer Products for International Markets
14. Marketing Industrial Products and Business Services
15. The International Distribution System
16. The International Advertising and Promotion Effort
17. Personal Selling and Negotiations
18. Pricing for International Markets Part V Financing and Managing International Marketing Operations in International Marketing
19. Financial Requirements for International Marketing: A Major Concern for Smaller Firms
20. Organizing International Marketing Activities Part VI Supplementary Material: Country Notebook and Cases

Über Autor(innen)

Cateora, Philip
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.