ISBN: Ghauri, P., & Kirpalani Manek, V.H., International Ghauri, P.N., & Cateora, P., (), International Marketing (3rd Edition), London: . The rights of Pervez Ghauri and Philip Cateora to be identified as Authors of this Work has been asserted in .. this and future editions of International Marketing. Harvard. Ghauri, P & Cateora, P , International Marketing, European Edition. Third Edition edn, McGraw Hill. author = “Pervez Ghauri and Philip Cateora”.
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International marketing is simply the application of marketing principles to more than one country. However, there is a crossover between what is commonly expressed as international marketing and global marketingwhich is a similar term.
For the purposes of this lesson on international marketing and those intermational follow it, international marketing and global marketing are interchangeable.
Johansson defines global marketing as a bigger brother to international marketing i. The result is a global approach to 3rv marketing. Rather than focusing on country markets, that is, the differences due to the physical location of customers groups, managers concentrate on product markets, that is, groups of customers seeking shared benefits or to be served with the same technology, emphasizing their similarities regardless of geographic areas in which they are located.
Muhlbacher et al delineate international marketing adapted and global catdora standardised. Keegan takes a strategic, corporate overview to define the transnational nature of global marketing. So, as with many other elements of marketing, there is no single definition of international marketing, and there could be some confusion about where international marketing begins and global marketing ends.
These lessons will assume that both terms are interchangeable, and will define international marketing as follows:.
References – Business/Marketing bibliographies – Cite This For Me
The intersection is the cxteora of the process of internationalisation. Many American and European authors see international marketing as a simple extension of exporting, whereby the marketing mix is simply adapted in some way to take into account differences in consumers and segments.
It then follows that global marketing takes a more standardised approach to world markets and focuses upon sameness, in other words the similarities in consumers and segments. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.
Ghaugi and Lowe differentiate between international marketing simple mix changes and global marketing more complex and extensive. Cateora and Ghauri consider international marketing in the absence of global marketing. Muhlbacher et al consider international marketing in relation to marketing orientation and competences marketign also Global Marketing.
Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals. View all posts by Tim Friesner. Tim Friesner Marketing Teacher designs and delivers online marketing courses, training and resources for marketing learners, teachers and professionals.
International Marketing Communications Promotion. Modes of Entry into International Markets Place.