International Marketing
Höfundar: Pervez Ghauri, Philip Cateora
7.490 kr.
Lýsing:
In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. The text has been thoroughly updated to reflect the most recent developments in the current business environment and encourages students to critically engage with the content within the context of modern life.
Key Features: - A new chapter dedicated to Digital and Social Media Marketing - Fully updated pedagogy, including ‘Going International’ vignettes and End of Chapter questions - Brand new examples and case studies from global and innovative companies including Red Bull, Gillette and Audi - Now includes Interactive activities, Testbank questions and Quizzes available on Connect® International Marketing is available with McGraw Hill’s Connect®, the online learning platform that features resources to help faculty and institutions improve student outcomes and course delivery efficiency.
“International Marketing continues to be an essential subject in any business or management degree. Ghauri and Cateora’s book, now in its fifth edition, provides a most up-to-date and authentic evolution of the subject. ” George S. Yip, Emeritus Professor of Marketing and Strategy, Imperial College Business School. Professor Pervez Ghauri teaches International Business at Birmingham Business School.
Annað
- Höfundar: Pervez Ghauri, Philip Cateora
- Útgáfa:5
- Útgáfudagur: 2021-08-16
- Hægt að prenta út 2 bls.
- Hægt að afrita 2 bls.
- Format:ePub
- ISBN 13: 9781526848604
- Print ISBN: 9781526848598
- ISBN 10: 1526848600
Efnisyfirlit
- Cover
- Title
- Copyright
- Dedication
- Brief Contents
- Table of Contents
- Preface
- About the Authors
- Acknowledgements
- Guided Tour
- Create & Custom Publishing
- Improve your Study, Research & Writing Skills
- Part 1: An Overview
- Chapter 1 The Scope and Challenge of International Marketing
- Chapter outline
- Chapter learning objectives
- The internationalisation of business
- International marketing defined
- The international marketing task
- Marketing controllables
- Domestic uncontrollables
- Foreign uncontrollables
- Environmental adaptations
- Self-reference criterion: an obstacle
- Different marketing orientations
- Domestic market extension orientation
- Multi-domestic market orientation
- Global marketing orientation
- Globalisation of markets
- Developing a global awareness
- International marketing orientation
- Summary
- Questions
- Further reading
- Notes
- Chapter 2 The Dynamics of International Markets
- Chapter outline
- Chapter learning objectives
- The twentieth century
- World trade and the emergence of multinational corporations
- The twenty-first century and beyond
- Balance of payments
- Protectionism
- Protection logic and illogic
- Trade barriers
- Easing trade restrictions
- General Agreement on Tariffs and Trade (GATT)
- World Trade Organization (WTO)
- International Monetary Fund (IMF)
- Summary
- Questions
- Further reading
- Notes
- Chapter 1 The Scope and Challenge of International Marketing
- Chapter 3 The Foundations of Cultural Understanding
- Chapter outline
- Chapter learning objectives
- Natural features of different international markets
- Climate and topography
- Nature environment and international trade
- Social responsibility and environmental management
- Resources
- World population trends
- World trade routes
- Trade routes
- Historical perspective in international trade
- History and contemporary behaviour
- History is subjective
- Summary
- Questions
- Further reading
- Notes
- Chapter 4 Cultural Dynamics in International Marketing
- Chapter outline
- Chapter learning objectives
- Cultural knowledge
- Factual knowledge
- Interpretive knowledge
- Cultural sensitivity and tolerance
- Culture and its elements
- Elements of culture
- Analysis of elements
- Can cultural differences be measured?
- Cultural change
- Cultural borrowing
- Similarities: an illusion
- Resistance to change
- Planned cultural change
- Required adaptation
- Degree of adaptation
- Imperatives, adiaphora and exclusives
- Communications emphasis
- Summary
- Questions
- Further reading
- Notes
- Chapter 5 The International Political and Legal Environment
- Chapter outline
- Chapter learning objectives
- Political environments
- Stability of government policies
- Nationalism
- Political risks
- Economic risks
- Encouraging foreign investment
- Assessing political vulnerability
- Politically sensitive products
- Forecasting political risk
- Reducing political vulnerability
- Good corporate citizenship
- Strategies to lessen political risk
- Legal environments
- Bases for legal systems
- Legal recourse in resolving international disputes
- Conciliation
- Arbitration
- Litigation
- Protection of intellectual property rights: a special problem
- Prior use versus registration
- International conventions
- Commercial law within countries
- Legal environment of the EU
- The decision-making process
- Competition policy
- Summary
- Questions
- Further reading
- Notes
- Chapter 6 Researching International Markets
- Chapter outline
- Chapter learning objectives
- Breadth and scope of international marketing research
- The marketing research process
- Defining the problem and establishing research objectives
- Developing a research plan
- Quantitative and qualitative research
- Gathering secondary data
- Gathering primary data
- Multicultural research: a special problem
- Analysing and interpreting research information
- Presenting the findings and results
- How to organise marketing research
- Estimating market demand
- Analogy
- Income elasticity
- Multinational marketing information systems
- Summary
- Appendix: Sources of secondary data
- International organisations
- Chambers of commerce
- Trade, business and service organisations
- US government
- Other sources: abstracts, bibliographies and indexes
- Questions
- Further reading
- Notes
- Chapter 7 Emerging and Regional Markets
- Chapter outline
- Chapter learning objectives
- What are emerging markets?
- Demand and consumption in emerging markets
- Marketing in emerging markets
- Regional market groups
- Why economic union?
- Economic factors
- Political factors
- Geographic proximity
- Cultural factors
- Patterns of regional cooperation
- Regional cooperation groups
- Free trade area
- Customs union
- Common market
- Political union
- Regional market groups in Europe
- Europe
- EU structure
- EU authority
- The Maastricht Treaty and European union
- European Economic Area (EEA)
- Regional market groups around the globe
- The Commonwealth of Independent States (CIS)
- The Americas
- Asia
- Africa
- Middle East
- Strategic implications for marketing
- Opportunities
- Market barriers
- Ensuring EU market entry
- Summary
- Questions
- Further reading
- Notes
- Chapter 8 Exporting and Logistics
- Chapter outline
- Chapter learning objectives
- Regulations and restrictions on exporting and importing
- Export controls
- Import restrictions
- Customs-privileged facilities
- Foreign trade zones
- Export documents
- Export declaration
- Bill of lading
- Commercial invoice
- Insurance policy or certificate
- Licences
- Other
- Terms of sale
- Letters of credit
- Packing and marking
- Export shipping
- Logistics
- The foreign-freight forwarder
- Summary
- Questions
- Further reading
- Notes
- Chapter 9 International Marketing Strategies
- Chapter outline
- Chapter learning objectives
- International marketing management
- Global versus international marketing management
- Standardisation versus adaptation
- Market-driven versus market-driving strategies
- Competition in the global marketplace
- Quality and competitive marketing
- Cost containment and international sourcing
- Collaborative relationships
- Relationship marketing
- Formulating international marketing strategy
- Positioning
- Product life cycle and international marketing strategy
- Strategic planning
- Company objectives and resources
- International commitment
- The planning process
- Summary
- Questions
- Further reading
- Notes
- Chapter 10 International Market Entry Strategies
- Chapter outline
- Chapter learning objectives
- Product portfolio, growth and internationalisation
- Product portfolio and growth
- Becoming international
- Phases of international marketing involvement
- Changes in international orientation
- Market entry objectives
- Market opportunity assessment
- Market/country selection
- Invest
- Divest/license
- Joint venture
- Export
- Selective strategy
- Market entry strategies
- Exporting
- Licensing
- Franchising
- Strategic international alliances
- Consortia
- Manufacturing
- Countertrade
- When to choose which strategy
- Summary
- Questions
- Further reading
- Notes
- Chapter 11 Segmentation and Positioning in International Markets
- Chapter outline
- Chapter learning objectives
- Market segmentation, targeting and positioning
- International market segmentation
- International market segments
- Geographic segmentation
- Demographic segmentation
- Psychographic segmentation
- Behavioural segmentation
- Market targeting
- International target market strategies
- Market positioning
- Approaches to positioning
- Product characteristics or attributes
- Price–quality
- Product users
- Positioning in international marketing
- International positioning strategies
- Global consumer culture positioning
- Local consumer culture positioning
- Foreign consumer culture positioning
- Summary
- Questions
- Further reading
- Notes
- Chapter 12 International Branding Strategies
- Chapter outline
- Chapter learning objectives
- Introduction to branding
- The development of branding
- Country-of-origin effect and global brands
- Own brands
- Brand elements
- Functions of brands
- Characteristics of brands
- Brand management
- Brand equity
- Branding strategy
- Brand strategy
- Brand portfolio strategy
- Brand architecture
- Corporate branding
- Branding versus advertising
- Corporate identity
- Corporate reputation
- Summary
- Questions
- Further reading
- Notes
- Chapter 13 Digital and Social Media Marketing
- Chapter outline
- Chapter learning objectives
- Digital marketing
- Introduction
- Digital marketing strategy
- The benefits of digital marketing
- Digital media channels
- A framework for digital marketing
- Social media marketing
- Social media domains
- Social media planning
- Summary
- Questions
- Further reading
- Notes
- Chapter 14 Ethics and Social Responsibility in International Marketing
- Chapter outline
- Chapter learning objectives
- Ethical environment
- Anti-trust: an evolving issue
- What is social responsibility?
- Analysing ethical issues and social responsibility
- Business ethics
- Ethics and international marketing
- Green marketing
- Ethical behaviour in international marketing
- Summary
- Questions
- Further reading
- Notes
- Chapter 15 Product Decisions for International Markets
- Chapter outline
- Chapter learning objectives
- International markets and product decisions
- Products and brands
- Products and culture
- Innovative products and adaptation
- Diffusion of innovations
- Degree of newness
- Physical or mandatory requirements and adaptation
- The product life cycle
- The product life cycle and adaptation
- Screening products for adaptation
- Analysis of characteristics of innovations
- Analysis of product components
- Quality products
- Summary
- Questions
- Further reading
- Notes
- Chapter 16 Marketing Industrial Products and Services
- Chapter outline
- Chapter learning objectives
- The industrial product market
- Technology and market demand
- The volatility of demand in industrial markets
- Attributes of product quality
- Price–quality relationship
- Product design–quality relationship
- Service and replacement parts
- Universal standards
- ISO 9000 certification and Industry 4.0 standards: international standard of quality
- Relationship marketing
- Promoting industrial products
- Industrial trade shows
- Marketing services globally
- Characteristics of services
- Entering international markets
- Market environment for business services
- Summary
- Questions
- Further reading
- Notes
- Chapter 17 International Distribution and Retailing
- Chapter outline
- Chapter learning objectives
- Structure of distribution channels
- Supplier-oriented distribution structure
- European distribution structure
- Distribution structure in the USA
- Trends: from traditional to modern channel structures
- The Internet
- Factors influencing marketing through the Internet
- Electronic advertising
- Distribution patterns
- General patterns
- Retailing
- Alternative middleman choices
- Home-country middlemen
- Foreign-country middlemen
- Government-affiliated middlemen
- Factors affecting choice of channel
- Cost
- Capital requirement
- Control
- Coverage
- Character
- Continuity
- Locating, selecting and motivating channel members
- Locating middlemen
- Selecting middlemen
- Motivating middlemen
- Terminating middlemen
- Controlling middlemen
- Summary
- Questions
- Further reading
- Notes
- Chapter 18 Pricing for International Markets
- Chapter outline
- Chapter learning objectives
- Pricing policy
- Volume and pricing
- Parallel imports
- Skimming versus penetration pricing
- Leasing in international markets
- Factors influencing international pricing
- Pricing objectives
- Price escalation
- Approaches to lessening price escalation
- Competition
- Target customer
- Pricing controls
- Administered pricing
- Price setting by industry groups
- International agreements
- Predatory pricing
- The purpose of predatory pricing
- Predatory pricing and price discrimination
- Predatory pricing and cross-subsidisation
- Disadvantages of predatory pricing
- Transfer pricing
- Dumping
- Countertrade as a pricing tool
- Types of countertrade
- Western firms and countertrade
- Proactive countertrade strategy
- Summary
- Questions
- Further reading
- Notes
- Chapter 19 International Promotion and Advertising
- Chapter outline
- Chapter learning objectives
- Promotional mix
- International advertising
- Pattern advertising: plan globally, act locally
- International advertising and world brands
- Pan-European advertising
- International market segmentation and promotional strategy
- International advertising and the communication process
- Challenges of international advertising
- Legal and tax considerations
- Language limitations
- Cultural diversity
- Production and cost limitations
- Media planning and analysis
- Tactical considerations
- Specific media information
- Sales promotion
- The advertising agency
- International control of advertising
- Summary
- Questions
- Further reading
- Notes
- Chapter 20 Personal Selling and Negotiations
- Chapter outline
- Chapter learning objectives
- Selling in international markets
- The nature of the sales person–customer relationship
- The international selling sequence
- Understanding the nuances of cross-cultural communications
- Recruitment of an international salesforce
- Expatriates
- Local nationals
- Third-country nationals
- Host country restrictions
- Selecting an international salesforce
- Training and motivation
- Cross-cultural negotiations
- Atmosphere
- Background factors
- Pre-negotiation stage
- Face-to-face negotiation stage
- Post-negotiation stage
- Summary
- Questions
- Further reading
- Notes
- The Country Notebook: A Guide for Developing a Marketing Plan
- Case Studies to Accompany Parts 1–5
- Part 1
- Case 1.1 Strategy Formulation at Audi
- Case 1.2 Market Entry Strategies of Hyundai, Toyota and Volkswagen in the Czech Republic
- Part 2
- Case 2.1 Abercrombie & Fitch: Expanding into the European Market
- Case 2.2 El-Sewedy Electrometers
- Case 2.3 Aldi and Lidl: International Expansion of Two German Grocery Discounters
- Part 3
- Case 3.1 The Lost Brightness of Lladró
- Case 3.2 Fiat 500: Bye Bye USA?
- Case 3.3 Blacksocks.com: Bringing Sockscription to Feet
- Case 3.4 Marimekko: Setting Ethical Standards for the Fashion Industry
- Case 3.5 Competitive Positioning Through Collaboration in the Global Marketplace: The Case of Tobii
- Part 4
- Case 4.1 IKEA: Expanding in Russia
- Case 4.2 H&M: Sustainable Fashion or Greenwashing?
- Case 4.3 Gillette and Toxic Masculinity: Is it Really the Best a Man Can Get?
- Case 4.4 Amazon: From Online Bookstore to International Technology Giant
- Case 4.5 Is Social Media Marketing the Lifeline for Small Firms?
- Part 5
- Case 5.1 WeRoad: Shaking the Travel Industry ‘All’Italiana’
- Case 5.2 Luigi Lavazza SpA
- Case 5.3 Red Bull: A Truly Global Brand
- Case 5.4 Netflix’s International Pricing Under Pressure
- Case 5.5 Luxottica: Excellence in Eyewear Distribution
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