International Marketing / Edition 17

by Philip Cateora, John Graham, Mary Gilly

Overview

Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 17th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region. In addition to coverage of technology's impact on the international market arena, the 17th edition of International Marketing features new topics that reflect recent changes in global markets, updated teaching resources, and new learning tools including McGraw-Hill's Connect with its adaptive SmartBook that lets instructors assign textbook readings and incentivize students' engagement with course content. Click "Features" below for more.

Product Details

ISBN-13:	9780077842161
Publisher:	McGraw-Hill Higher Education
Publication date:	11/09/2015
Edition description:	Older Edition
Pages:	704
Product dimensions:	8.40(w) x 10.90(h) x 1.10(d)
Age Range:	18 Years

About the Author

Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 17th edition of

International Marketing

with their

well-rounded perspective of international markets that encompass

history, geography, language, and religion as well as economics,

which helps students see the cultural and

environmental uniqueness of any nation or region.

In addition to coverage of technology's

impact on the

international market arena, the 17th edition of

International Marketing

features new topics that reflect

recent changes in

global markets, updated

teaching resources, and new learning tools including

McGraw-Hill's Connect with its adaptive SmartBook

that

lets instructors assign textbook readings and

incentivize students' engagement with course content.

Table of Contents

Part One

An Overview

1 The Scope and Challenge of International Marketing 2

2 The Dynamic Environment of International Trade 28

Part Two

The Cultural Environment of Global Markets

3 History and Geography: The Foundations of Culture 54

4 Cultural Dynamics in Assessing Global Markets 96

5 Culture, Management Style, and Business Systems 130

6 The Political Environment: A Critical Concern 170

7 The International Legal Environment: Playing By the Rules 198

Part Three

Assessing Global Market Opportunities

8 Developing a Global Vision through Marketing Research 230

9 Economic Development and the Americas 262

10 Europe, Africa, and the Middle East 290

11 The Asia Pacific Region 316

Part Four

Developing Global Marketing Strategies

12 Global Marketing Management: Planning and Organization 346

13 Products and Services for Consumers 374

14 Products and Services for Businesses 414

15 International Marketing Channels 442

16 Integrated Marketing Communications and International Advertising 478

17 Personal Selling and Sales Management 524

18 Pricing for International Markets 554

Part Five

Implementing Global Marketing Strategies

19 Inventive Negotiations with International Customers, Partners, and Regulators 584

Part Six

Supplementary Material

THE COUNTRY NOTEBOOK—A Guide for Developing a Marketing Plan 613

Glossary

622

Photo Credits

631

Name Index

633

Subject Index

640