International Marketing (The Irwin Series in Marketing) [Paperback]

Philip R. Cateora (Author)

Book Description

ISBN-10: 0256206821 | ISBN-13: 978-0256206821 | Publication Date: August 1995 | Edition: 9 Int

This text concentrates on explaining how culture and environment for different countries affect marketing strategy. Emerging trends are emphasized: strategic internaitonal alliances, Green marketing, TQM and the Japanese distribution system. There is coverage of new and expanded market groups as result of the North American Free Trade Agreement, European Economic Area, and Enterprise for Americas Initiative. This edition looks at the role of research and market segmentation in the global marketing process. In addition, there is a discussion of gender bias in international markets, and an ethics decision tree to guide students through the ethical decision making process.

Editorial Reviews

About the Author

Professor Pervez Ghauri teaches Marketing at UMIST. --This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 800 pages
• Publisher: Richard D Irwin; 9 Int edition (August 1995)
• Language: English
• ISBN-10: 0256206821
• ISBN-13: 978-0256206821
• Product Dimensions: 10.2 x 8.2 x 1 inches
• Shipping Weight: 3.2 pounds
• Average Customer Review: 3.5 out of 5 stars  See all reviews (29 customer reviews)
• Amazon Best Sellers Rank: #8,295,032 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

23 of 23 people found the following review helpful:

3.0 out of 5 stars Big, Bulky and Full of Info, But a Very Hard Read., May 3, 2005

By 

Chris X. Moloney "Chris X. Moloney" (Saint Louis, MO (formerly Newport Beach, CA)) - See all my reviews
(REAL NAME)   

This review is from: International Marketing with PowerWeb (Hardcover)

I recently used this Text to teach 3 MBA-level marketing courses. The text was selected by the department, but I would not recommend it. While it is fairly comprehensive, it lacks a good real-world feel and students found it tedious. There were a number of very good cases and examples, but somehow they did not connect well with the stodgy writing of the text. It feels like it could have been 1/2 the size and better written. That said, there are a limited number of texts available for this level of coursework. The next time I teach this class, I will look for a better text. You better really really enjoy reading and international marketing if you buy this book for non-academic uses. If you are a professor, be sure to get an advance copy before you select it. That said, you may be able to make this text work, if you have some strong backing materials. However, if you are a student, have a Red Bull handy--this one is a hard read.

Hope this helps!
Chris X. Moloney

17 of 19 people found the following review helpful:

2.0 out of 5 stars a good coverage, but..., February 6, 2000

By A Customer

This review is from: International Marketing (Hardcover)

I used his book as an MBA student 15 or so years ago. Now as an adjunct professor, I am using this newest edition in my undergraduate classes. Although my observation may be biased, the book is a bit too encyclopedic, a bit superficial in coverage, and fails to excite the students. I wish it were more up-to-date.

12 of 14 people found the following review helpful:

3.0 out of 5 stars A decent book, but its coverage is traditional and US-biased, March 4, 1999

By A Customer

This review is from: International Marketing (Hardcover)

Newer editions don't seem to have capture current trends and perspectives well.