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- This to the version number of the latest PDF version of the text on the website. This book may not be lent, resold, hired out or otherwise disposed of by way of trade. International Marketing Edinburgh Business School ix Module 14 Marketing Industrial Products and Business Services 14/1.
International Marketing Edinburgh Business School v Contents Preface xiii Structure of the Course xiv Acknowledgments xvii PART 1 AN OVERVIEW Module 1 The Scope and Challenge of International Marketing 1/1 1.1 Introduction 1/1 1.2 The Internationalisation of Business 1/3 1.3 International Marketing Defined 1/8.
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Cateora and Graham's International marketing is far and away the best selling text in the field, with a pioneering approach to making the material accessible and relevant that has become the standard by which other books are judged. Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics..more
Published September 24th 2010 by Irwin/McGraw-Hill (first published 1975)
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This question contains spoilers…(view spoiler)[how to to go international business and how to see your product ? (hide spoiler)]
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Rating details
Jan 17, 2019Phoenix2 rated it liked it
Shelves: mba
A good book about international marketing, which was easy to read and dealed with the hottest issues in marketing.
Nov 12, 2013Paul Bard rated it liked it · review of another edition
Basically, this book details how to do due diligence on a product sold overseas so that it sells.
The suggested way to do this is to write a plan.
Cons: written in sometimes absurdly formal English, this book is unlikely to win much love with second language readers. It's poorly written, frankly!
Pros: we get a sophisticated overview with enormous detail on all aspects of the subject of international market.
The tone is for people who are in a multinational and plan for importing. As such, this isn'..more
The suggested way to do this is to write a plan.
Cons: written in sometimes absurdly formal English, this book is unlikely to win much love with second language readers. It's poorly written, frankly!
Pros: we get a sophisticated overview with enormous detail on all aspects of the subject of international market.
The tone is for people who are in a multinational and plan for importing. As such, this isn'..more
This review has been hidden because it contains spoilers. To view it, click here.
Mar 01, 2016Jasmina rated it liked it · review of another edition Shelves: i-can-learn-something, unireads, bought-in-2016, own, non-fiction, 2016
Very educational, there's no doubt about that, but there's too much of irrelevant chit-chat and pages upon pages with long examples. It's a tad bit too much.
Feb 17, 2016Alex added it · review of another edition
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Book Preface
About the Author
Philip Kotler, Ph.D.is the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management. He is the author of 35 books, including “Marketing Management”, the most widely used marketing book in graduate business schools worldwide. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and other global corporations and places.Gary Armstrong is a Lecturer in the Department of Sport Science at Brunel University.
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