McGraw-Hill Education Europe

International Marketing is a revised and completely updated European edition of Cateora's well established international marketing text. Many examples are taken from Europe and Asia. New issues include standardization versus adaptation, emerging markets, green marketing, regional market groups like the EU, non-Western management structures and the organization of international operations.

The economic, political and social changes that have occurred over recent years have created new opportunities and challenges for international marketers. The competition environment within which these opportunities exist is vastly different from the earlier period when US multinationals dominated the world markets. The companies which succeed today and in the future will be those capable of adapting to different markets, constant change and adjusting to new challenges.

Thoroughly European in approach, examples and case studies

Covers small and medium sized enterprises

Concise yet comprehensive

Part I: The International Environment
1. The Scope and Challenge of International Marketing
2. The Global Business Environment
3. The International 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 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. International Promotion and Advertising
17. Personal Selling and Negotiations
18. Pricing for International Markets

Part V: Financial and Managerial Issues in International Marketing
19. Financial Requirements for International Marketing: A Major Concern for Smaller Firms
20. Management of International Marketing Operations; The Country Notebook: A Guide for Developing a Marketing Plan; The Country Notebook Outline

Part VI: Cases

Pervez Ghauri, the author of this European edition, teaches at UMIST. He is also editor-in-chief for International Business Review. Philip Cateora is Fellow of the Academy of International Business at the University of Colorado.