International Marketing

Hardcover | November 9, 2015

byPhilip Cateora, John Graham, Mary Gilly

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Format:HardcoverDimensions:9.41 × 7.24 × 0.98 inPublished:November 9, 2015Publisher:McGraw-Hill EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0077842162

ISBN - 13:9780077842161

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Table of Contents

Part One <_o3a_p>

An Overview <_o3a_p>

1 The Scope and Challenge of International Marketing 2 <_o3a_p>

2 The Dynamic Environment of International Trade 28 <_o3a_p>

Part Two <_o3a_p>

The Cultural Environment of Global Markets <_o3a_p>

3 History and Geography: The Foundations of Culture 54 <_o3a_p>

4 Cultural Dynamics in Assessing Global Markets 96 <_o3a_p>

5 Culture, Management Style, and Business Systems 130 <_o3a_p>

6 The Political Environment: A Critical Concern 170 <_o3a_p>

7 The International Legal Environment: Playing By the Rules 198 <_o3a_p>

Part Three <_o3a_p>

Assessing Global Market Opportunities <_o3a_p>

8 Developing a Global Vision through Marketing Research 230 <_o3a_p>

9 Economic Development and the Americas 262 <_o3a_p>

10 Europe, Africa, and the Middle East 290 <_o3a_p>

11 The Asia Pacific Region 316 <_o3a_p>

Part Four <_o3a_p>

Developing Global Marketing Strategies <_o3a_p>

12 Global Marketing Management: Planning and Organization 346 <_o3a_p>

13 Products and Services for Consumers 374 <_o3a_p>

14 Products and Services for Businesses 414 <_o3a_p>

15 International Marketing Channels 442 <_o3a_p>

16 Integrated Marketing Communications and International Advertising 478 <_o3a_p>

17 Personal Selling and Sales Management 524 <_o3a_p>

18 Pricing for International Markets 554 <_o3a_p>

Part Five <_o3a_p>

Implementing Global Marketing Strategies

 

19 Inventive Negotiations with International Customers, Partners, and Regulators 584 <_o3a_p>

Part Six <_o3a_p>

Supplementary Material <_o3a_p>

THE COUNTRY NOTEBOOK-A Guide for Developing a Marketing Plan 613 <_o3a_p>

<_o3a_p> 


Glossary 622<_o3a_p>

Photo Credits 631<_o3a_p>

Name Index 633<_o3a_p>

Subject Index 640<_o3a_p>