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This is the 14th edition with a publication date of 11/4/2008.
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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 14th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.
Table of Contents
|The Scope and Challenge of International Marketing|
|The Dynamic Environment of International Trade|
|The Cultural Environment of Global Markets|
|History and Geography: The Foundations of Culture|
|Cultural Dynamics in Assessing Global Markets|
|Culture, Management Style, and Business Systems|
|The Political Environment: A Critical Concern|
|The International Legal Environment: Playing by the Rules|
|Assessing Global Market Opportunities|
|Developing a Global Vision through Marketing Research|
|Multinational Market Regions and Market Groups|
|Developing Global Marketing Strategies|
|Global Marketing Management: Planning and Organization|
|Products and Services for Consumers|
|Products and Services for Businesses|
|International Marketing Channels|
|Exporting and Logistics: Special Issues for Business|
|Integrated Marketing Communications and International Advertising|
|Personal Selling and Sales Management|
|Pricing for International Markets|
|Implementing Global Marketing Strategies|
|Negotiating with International Customers, Partners, and Regulators|
|The Country Notebook - A Guide for Developing a Marketing Plan|
|Table of Contents provided by Blackwell. All Rights Reserved.|