International Marketing, 5th Edition
Pervez Ghauri, Philip R. Cateora
Print: 9781526848598/ Ebook:9781526848604
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 and provides a solid understanding of the key principles and practices of international marketing.
The new edition explores the current and potential future impact of the economic, political and social changes of the last decade that have changed the landscape of global business such as the rise of China as a major player in the international market; emerging markets in Eastern Europe, Asia and Latin America; Covid 19; the move away from in-store retailing to online shopping, and an increased awareness of ethical issues, social responsibility and climate change by companies and customers alike.
This text is also shaped by the belief that rather than viewing the world as one market and looking for cross-cultural similarities, a truly successful international marketing strategy considers cultural differences and adapts to individual markets.
What's new?
Now available in Connect
International Marketing is now available as an eBook in Connect, with accompanying end-of-chapter questions, assignable Application-Based Activities, and the facility to assign and mark writing assignments through the platform.
International Business Environment
New and expanded topics in this edition reflect issues in competition, changing market structures, the importance of cultural issues, ethics and responsibility, and negotiations. To remain competitive globally, companies must be aware of all aspects of the emerging global economic order and new realities.
The impact of digital
The evolution of digitisation, big data and advances in global communications and their impact on how products and services can be marketed cannot be ignored. With information - and in its wake, the flow of goods - moving around the world at lightening speed, we are more than ever in a 'global village'.
| Part 1: An Overview | 11: Segmentation and Positioning in International Markets |
| 1: The Scope and Challenge of International Marketing | 12: International Branding Strategies |
| 2: The Dynamics of International Markets | 13: Digital and Social Media Marketing |
| 14: Ethics and Social Responsibility in International Marketing | |
| Part 2: The Impact of Culture and Political Systems on International Marketing | |
| 3: Understanding the Foundations of Culture | Part 5: Developing International Marketing Strategies |
| 4: Cultural Dynamics in International Marketing | 15: Product Decisions for International Markets |
| 5: The International Political and Legal Environment | 16: Marketing Industrial Products and Services |
| 17: International Distribution and Retailing | |
| Part 3: Assessing International Market Opportunities | 18: Pricing for International Markets |
| 6: Researching International Markets | 19: International Promotion and Advertising |
| 7: Emerging and Regional Markets | 20: Personal Selling and Negotiations |
| 8: Exporting and Managing Logistics | |
| Part 6: Supplementary Resources | |
| Part 4: Developing International Marketing Strategies | The Country Notebook: A Guide for Developing a Marketing Plan |
| 9: International Marketing Strategies | Case Studies to Accompany Parts 1-5 |
| 10: International Market Entry Strategies |
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.
- All general data, exhibits and references updated throughout.
- Updated 'Going International' boxes - covering diverse themes, people and businesses, including Huawei, Elon Musk, the pandemic impact, 'mask wars', US-China tariffs, the Airbus/Boeing dispute, GM imports, Tesla, online retailers and more. These act as provocative mini-cases for discussion.
- A new chapter dedicated to Digital and Social Media Marketing.
- Brand new examples and 10 new case studies from global and innovative companies including Amazon, Netflix, H&M, Red Bull, Gillette and Audi
- Chapter 7 and previously Chapter 8 have been merged to explore the impact of the three important trends in global marketing: (1) the growth and expansion of the world’s big emerging markets; (2) the rapid growth of middle-income market segments; (3) the evolution of regional market groups that include the European Union (EU) and post-Brexit Britain, as well as other regional groups.
- The chapter on ethics and social responsibility has been brought forward in chapter order for this edition to emphasise the centrality of this issue to strategy.
- All instructor materials in the Online Learning Centre – Powerpoint slides, lecture outlines and case-study teaching notes have been updated.
Click here to view a sample chapter
About the authors
Pervez Ghauri
Pervez Ghauri is Professor in International Business at Birmingham Business School. He is Editor in Chief for International Business Review (IBR) and Consulting Editor for Journal of International Business Studies (JIBS). He is a Fellow of AIB and EIBA and sits on the EIBA board. He has published 30+ books and 150+ journal articles in top level journals. As a scholar with extensive experience in teaching, research and institution building, he has developed several Master and MBA programmes within top schools in Europe (Oslo Business School, University of Groningen, Manchester Business School and King’s College London). He has conducted extensive research on international marketing, international business and sustinability topics, with focus on the internationalisation process and entry strategies - in the last seven years shifting towards the externalities of international business, specifically the activities of multinational enterprises (MNEs) in emerging markets.
Philip R. Cateora
Philip R. Cateora is Professor Emeritus at the University of Colorado. His teaching spanned a range of courses in marketing and international business from fundamentals through to doctoral level.
In his academic career at the University of Colorado he served as Division Head of Marketing, Coordinator of International Business Programs, Associate Dean, and Interim Dean. His teaching spanned a range of courses in marketing and international business, from fundamentals through the doctoral level. He received the University of Colorado Teaching Excellence Award and the Western Marketing Educators Associations Educator of the Year Award. Professor Cateora has conducted faculty workshops on internationalizing principles of marketing courses for the AACSB and participated in designing and offering similar faculty workshops under a grant by the Department of Education. Professor Cateora has served as consultant to small export companies as well as multinational companies, served on the Rocky Mountain Export Council, and taught in management development programs. He is a Fellow of the Academy of International Business.
Transform learning: boost grades, stimulate engagement and deliver an amazing course
Connect is an online platform integrating ready-made course content with assessment and tools. The platform uses the most established adaptive digital technology to deliver a more effective learning experience for both students and educators across over 90 disciplines.
Connect has changed the paradigm from students adapting to the classroom to education adapting to each student. Connect’s interactive technology provides each student with a tailored learning journey enabling them to learn at their own pace and in their own way.
International Marketing is also available as an eBook that can be purchased separately, or as part of a Connect subscription (allowing instructors to allocate chapters alongide other practice activities through the learning platform).
Using the McGraw Hill ReadAnywhere app, students can download the textbook onto their phone or tablet and take it with them wherever they go - allowing them to study at their convenience, add notes, highights and placemarks, even where there is no internet connection.
The Connect Application-Based Activities (ABAs) provide students valuable practice using problem solving skills to apply their knowledge to realistic scenarios. Students’ progress from understanding basic concepts to using their knowledge to analyse complex scenarios and solve problems. Available ABAs for International Marketing include:
|
Marketing Mini-Sims |
| Buyer Behaviour |
| Integrated Marketing Communication |
| Marketing Metrics |
| Planning and the Marketing Mix |
| Pricing |
| Product Development |
| Retail Strategy |
| Segmentation |
The full Practice Marketing
Also available with International Marketing in Connect is Practice Marketing.
Practice Marketing is a 3D, multiplayer business strategy simulation set in the backpack industry, enabling students to put their marketing skills to the test in a fun and competitive, real-world environment. Students practice marketing strategy by doing what it takes to be an effective marketing manager. Practice Marketing is based on the framework of the "4 Ps" of marketing: Product, Price, Placement, and Promotion. Using strategies learned in class, students must successfully launch a new product to market: a backpack of their own design.
Request a review copy
To access your digital version of your Review Copy please complete the form below and we'll make the title available for you on our partner website - VitalSource - when it becomes available. Simply complete this form to take your next step on your learning journey with McGraw Hill.
*Please note that the printed book won't be available in for delivery until June. We recommend requesting an e-sample so you can review it as soon as possible.