Pervez Ghauri,
Manchester Business School, UK Philip Cateora,
University of Colorado, USA
ISBN: 0077108302 Copyright year: 2006
Key Features
Ethics and Social Responsibility
International Marketing 2nd edition includes a brand new chapter on Ethics and Social Responsibility in international marketing which covers all of the relevant issues for the area. By allowing a full chapter on ethics rather than just including examples in the text, the book really debates the complexities of ethics and marketing and encourages students to fully taken on board ethics as a part of marketing, rather than a side issue.
Cultural emphasis
The text retains its strong cultural emphasis, differentiating it from the competition and helping readers truly appreciate the cultural subtleties required to understand international marketing. Lively examples of cultural contrasts bring the ideas to life.
New topics
To reflect developments in the field the book includes the most contemporary topics and ideas, including new coverage of: relationship marketing, e-marketing, branding, promotion, segmentation and consumer behaviour.
New examples
70% of boxed examples have been replaced with new and up-to-date examples of marketing around the globe.
Emerging Markets
This chapter has been significantly revised to reflect the most recent changes in markets around the world.
Marketing Research
This section has been heavily re-structured to make it even more relevant to international marketing students - introducing them to the facets of research that will really affect them.
Multinational regions
This section reflects the most recent information about EU members and has been completely updated to focus on EU versus NAFTA and ASEAN issues.
Superior presentation
The 2nd edition boasts a brand new full colour text design, making full use of colour images, diagrams, tables and charts, with clearly presented chapter assessment material and excellent use of topic breakdowns.
Refined pedagogy
Each chapter has learning objectives, topic overviews, key term definitions, boxed examples, review questions, references and up-to-date further reading suggestions. All of this material has been significantly updated since the previous edition to ensure it is fresh and challenging.
Case studies
The case study section features 23 indepth case studies, many of which are brand new or updated to reflect latest developments.
Maps
The book contains a selection of maps for easy and quick reference – all re-drawn to reflect new data.
Glossary
A full glossary features at the end of the book, re-capping all of the Key Terms from the chapters.
2006 McGraw-Hill Education Europe