Find your perfect holiday reading
International Marketing (Paperback)
  • International Marketing (Paperback)

International Marketing (Paperback)

(author), (author)
Paperback 682 Pages / Published: 16/01/2014
  • In stock online
  • Free UK delivery

Usually dispatched within 24 hours

  • This item has been added to your basket
Your local Waterstones may have stock of this item. Please check by using Click & Collect

Now in its fourth edition, this successful introduction to international marketing has been thoroughly revised, updated and developed throughout to reflect the most recent developments in today's dynamic business environment. Contemporary, engaging and accessible, International Marketing is essential reading for the aspiring practitioner.

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

Key Features:

*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.

Professor Pervez Ghauri teaches International Marketing and International Business at King's College London. He has been Editor-in-Chief of International Business Review since 1992 and editor (Europe) for the Journal of World Business, since 2008.

Publisher: McGraw-Hill Education - Europe
ISBN: 9780077148157
Number of pages: 682
Weight: 1 g
Dimensions: 262 x 196 x 24 mm
Edition: 4th edition

You may also be interested in...

Fashion Merchandising
Added to basket
Employer Branding For Dummies
Added to basket
Small Business Marketing For Dummies
Added to basket
Brilliant Selling
Added to basket
If You're Not First, You're Last
Added to basket
Added to basket
Cultural Strategy
Added to basket
Kapferer on Luxury
Added to basket
The Sales Acceleration Formula
Added to basket
Marketing Genius
Added to basket
Brilliant Marketing Plans
Added to basket
Truth, Lies, and Advertising
Added to basket
Buyer Personas
Added to basket

Please sign in to write a review

Your review has been submitted successfully.