International Marketing / Edition 13

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Overview

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, Cateora helps students to see the cultural and environmental uniqueness of any nation or region. The 15th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

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Product Details

  • ISBN-13: 9780073080062
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 3/28/2006
  • Edition description: 13TH
  • Edition number: 13
  • Pages: 752
  • Product dimensions: 8.00 (w) x 11.00 (h) x 1.26 (d)

Table of Contents

Pt. 1 An Overview

1 The Scope and Challenge of International Marketing

2 The Dynamic Environment of International Trade

Pt. 2 The Cultural Environment of Global Markets

3 History and Geography: The Foundations of Culture

4 Cultural Dynamics in Assessing Global Markets

5 Culture, Management Style, and Business Systems

6 The Political Environment: A Critical Concern

7 The International Legal Environment: Playing by the Rules

Pt. 3 Assessing Global Market Opportunities

8 Developing a Global Vision through Marketing Research

9 Emerging Markets

10 Multinational Market Regions and Market Groups

Pt. 4 Developing Global Marketing Strategies

11 Global Marketing Management: Planning and Organization

12 Products and Services for Consumers

13 Products and Services for Businesses

14 International Marketing Channels

15 Exporting and Logistics: Special Issues for Business

16 Integrated Marketing Communications and International Advertising

17 Personal Selling and Sales Management

18 Pricing for International Markets

Pt. 5 Implementing Global Marketing Strategies

19 Negotiating with International Customers, Partners, and Regulators

Pt. 6 Supplementary Material

The Country Notebook - A Guide for Developing a Marketing Plan

Cases

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