International Marketing

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  • Edition: 13th
  • Format: Hardcover
  • Copyright: 2006-03-13
  • Publisher: McGraw-Hill/Irwin
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List Price: $193.38


Cateora and Graham'sInternational Marketingis 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 13th 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 I An Overview

The Scope and Challenge of International Marketing

The Dynamic Environment of International Trade

Part II 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

Part III Assessing Global Market Opportunities

Developing a Global Vision through Market Research

Emerging Markets

Multinational Market Regions and Market Groups

Part IV Developing Global Marketing Strategies

Global Marketing Management: Planning and Organization

Products and Services for Consumers

Products and Consumers 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

Part V Implementing Global Marketing Strategies

Negotiating with International Customers, Partners, and Regulators

Part VI Supplementary Material

The Country Notebook


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