International Marketing

Hardcover | September 28, 2012

byPhilip Cateora, John Graham, Mary Gilly

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International Marketing by Cateora, Gilly, and Graham has been a pioneer in the field of international marketing. The authors continue to set the standard in this edition with new and expanded topics that reflect the swift changes of the competitive global market, as well as increased coverage of technology&#39s impact on the international market arena. Now with over 100 new academic articles and their findings integrated into this 16th edition!

Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, International Marketing helps students to see the cultural and environmental uniqueness of any nation or region. The 16th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated learning tools and teaching resources.

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From the Publisher

International Marketing by Cateora, Gilly, and Graham has been a pioneer in the field of international marketing. The authors continue to set the standard in this edition with new and expanded topics that reflect the swift changes of the competitive global market, as well as increased coverage of technology&#39s impact on the internati...

Format:HardcoverDimensions:11.2 × 8.7 × 1.1 inPublished:September 28, 2012Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0073529974

ISBN - 13:9780073529974

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Table of Contents

Part One-An Overview

Chapter 1: The Scope and Challenge of International Marketing

Chapter 2: The Dynamic Environment of International Trade

Part Two-The Cultural Environment of Global Markets

Chapter 3: History and Geography: The Foundations of Culture

Chapter 4: Cultural Dynamics in Assessing Global Markets

Chapter 5: Culture, Management Style, and Business Systems

Chapter 6: The Political Environment: A Critical Concern

Chapter 7: The International Legal Environment: Playing by the Rules

Part Three-Assessing Global Market Opportunities

Chapter 8: Developing a Global Vision through Marketing Research

Chapter 9: Economic Development and the Americas

Chapter 10: Europe, Africa, and the Middle East

Chapter 11: Asia Pacific Region

Part Four-Developing Global Marketing Strategies

Chapter 12: Global Marketing Management: Planning and Organization

Chapter 13: Products and Services for Consumers

Chapter 14: Products and Services for Businesses

Chapter 15: International Marketing Channels

Chapter 16: Integrated Marketing Communications and International Advertising

Chapter 17: Personal Selling and Sales Management

Chapter 18: Pricing for International Markets

Part Five-Implementing Global Marketing Strategies

Chapter 19: Negotiating with International Customers, Partners, and Regulators

Part Six-Supplementary Material

The Country Notebook &#8211 A Guide for Developing a Marketing Plan

Cultural Analysis

Economic Analysis

Market Audit and Competitive Market Analysis

Preliminary Market Plan