International Marketing
Philip Cateora and John Graham
This elective addresses global issues and describes concepts relevant to all international marketers. It emphasises the strategic implications of competition in different national markets; it provides an approach and framework for identifying and analysing the key cultural and environmental characteristics of any nation or global region; and it highlights the importance of viewing international marketing management from a global perspective.
Topics covered
- The scope and challenge of international marketing.
- The dynamic environment of international trade.
- Geography and history: foundations of cultural understanding.
- Cultural dynamics in assessing global markets.
- Business customs in global marketing.
- The political environment: a critical concern.
- The international legal environment: playing by the rules.
- Developing a global vision through marketing research.
- Emerging markets.
- Multinational market regions and market groups.
- Global marketing management: planning and organisation.
- Creating products for consumers in global markets.
- Marketing industrial products and services.
- International distribution systems.
- Exporting and logistics: special issues for the small business.
- Personal selling and sales management.
- Pricing for international markets.
- Negotiating with international customers, partners, regulators.
