International Marketing / Edition 9

by Philip R. Cateora

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.

Product Details

ISBN-13:	9780256139501
Publisher:	McGraw-Hill School Education Group
Publication date:	08/28/1995
Series:	Series in Marketing
Edition description:	Older Edition
Pages:	772
Product dimensions:	8.36(w) x 10.40(h) x 1.50(d)

Table of Contents

Part One:An Overview
1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of International Trade Part Two: 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 Part Three: Assessing Global Market Opportunities
8. Developing a Global Vision through Marketing Research
9. Emerging Markets
10. Multinational Market Regions and Market Groups Part Four: 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 Part Five: Implementing Global Marketing Strategies
19. Negotiating with International Customers, Partners, and Regulators Part Six: Supplementary Material THE COUNTRY NOTEBOOK—A Guide for Developing a Marketing Plan CASES