9780073529943

International Marketing

by ; ;
  • ISBN13:

    9780073529943

  • ISBN10:

    007352994X

  • Edition: 15th
  • Format: Hardcover
  • Copyright: 9/24/2010
  • Publisher: McGraw-Hill/Irwin
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Summary

Cateora and Grahamís 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.

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 Economic Development and the Americas

10 Europe, Africa, and the Middle East

11 Asia Pacific Region

Part Four: Developing Global Marketing Strategies

12 Global Marketing Management: Planning and Organization

13 Products and Services for Consumers

14 Products and Services for Businesses

15 International Marketing Channels

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

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Customer Reviews

Big Brands Highly Useful February 10, 2014
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"If you want to work for a CPG, you should probably read this in a class or on your own. Most growth is coming from SA and developing nations that are highly price sensitive, but that poses a challenge to companies built upon selling commodity products at a higher margin than commodities. "
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Nice textbook March 13, 2011
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Compared to the competition, this textbook is definitely the best in the field. It is a comprehensive college text on the subject of international marketing. It is excellent in that it covers all relevant subject areas in some depth. The book is complete with everything from import, export, culture, supply chain, letter of credit, etc. Anything you name, it got the content.
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cool book February 8, 2011
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this book was really cool and i like the way it presents the subject matter. i used a lot of stuff i learned from this book in the real world after i graduated. definitely worth a read for anyone in the marketing industry.
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International Marketing: 4 out of 5 stars based on 3 user reviews.

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