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Ghauri, Marketing 4e OLC
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Student Edition
Instructor Edition
International Marketing, 4/e
Pervez Ghauri, King's College London, UK
Phillip Cateora, University of Colorado, USA

ISBN: 0077148150
Copyright year: 2014

Feature Summary


Key Features:

    • A new chapter in response to reviewer feedback dedicated to International Segmentation and Positioning

    • 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 defined in the margin for ease of reference and to aid understanding. A full Glossary is also provided at the end of the book and online.

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