International Marketing

Author(s) - Dr Philip Cateora and Dr John Graham


This elective addresses global issues and describes concepts relevant to all international marketers. Emphasis is placed on the strategic implications of competition in different national markets. The course provides an approach and framework for identifying and analysing the key cultural and environmental characteristics of any nation or global region. It also highlights the importance of global region as well as the importance of viewing international marketing management from a global perspective.

Topics Covered

  1. Introduction
  2. The Scope and Challenge of International Marketing
  3. The Dynamic Environment of International Trade
  4. Geography and History : The foundations of Cultural Understanding
  5. Cultural Dynamics in Assessing Global Markets
  6. Business Customs in Global Marketing
  7. The Political Environment: A Critical Concern
  8. The International Legal Environment: Playing by the Rules
  9. Developing a Global Vision through Marketing Research
  10. Emerging Markets
  11. Multinational Market Regions and Market Groups Global Marketing Management: Planning and Organization
  12. Creating Products for Consumers in Global Markets
  13. Marketing Industrial Products and Services
  14. International Distribution Systems
  15. Exporting and Logistics: Special Issues for the Small Business
  16. Personal Selling and Sales Management
  17. Pricing for International Markets
  18. Negotiating with International Customers, Partners, and Regulators
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