International Marketing with PowerWeb

by Cateora, Philip R.; Graham, John L.

• ISBN13: 9780072551228
• ISBN10: 0072551224
• Edition: 11th
• Format: Hardcover
• Copyright: 2001-11-01
• Publisher: McGraw-Hill/Irwin

Summary

This text continues to dominate the field of International Marketing. Its long standing tradition as the market leader is strengthened in this edition with an increase in coverage of technology¿s impact on the international market arena and a more comprehensive website, helping to provide updates to text content in this continually changing field.

Table of Contents

Part One An Overview
The Scope and Challenge of International Marketing	2	(26)
The Dynamic Environment of International Trade	28	(28)
Part Two The Cultural Environment of Global Markets
History and Geography: The Foundations of Cultural Understanding	56	(40)
Cultural Dynamics in Assessing Global Markets	96	(28)
Business Customs in Global Marketing	124	(26)
The Political Environment: A Critical Concern	150	(26)
The International Legal Environment: Playing by the Rules	176	(30)
Part Three Assessing Global Market Opportunities
Developing a Global Vision through Marketing Research	206	(32)
Emerging Markets	238	(38)
Multinational Market Regions and Market Groups	276	(42)
Part Four Developing Global Marketing Strategies
Global Marketing Management: Planning and Organization	318	(26)
Products and Services for Consumers	344	(30)
Products and Services for Businesses	374	(26)
International Marketing Channels	400	(40)
Exporting and Logistics: Special Issues for Business	440	(34)
Integrated Marketing Communications and International Advertising	474	(38)
Personal Selling and Sales Management	512	(30)
Pricing for International Markets	542	(32)
Part Five Implementing Global Marketing Strategies
Negotiating with International Customers, Partners, and Regulators	574	(96)
Part Six Supplementary Material
The Country Notebook--A Guide for Developing a Marketing Plan	603	(10)
Cases
An Overview	613	(8)
Lost in Translation: AOL's Assault on Latin America Hits Snag in Brazil	614	(3)
Unilever and Nestle: An Analysis	617	(1)
Nestle: The Infant Formula Incident	617	(4)
The Cultural Environment of Global Marketing	621	(11)
The Not-So-Wonderful World of EuroDisney--Things Are Better Now at Paris Disneyland	622	(4)
Dealing with an Unexpected Bureaucratic Delay	626	(1)
Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe?	627	(2)
When International Buyers and Sellers Disagree	629	(1)
How Companies React to Foreign Corruption	629	(1)
Coping with Corruption in Trading with China	630	(2)
Assessing Global Market Opportunities	632	(11)
Asian Yuppies: Having It All	633	(1)
Developing a European Website for Levi Strauss	634	(1)
Konark Television India	635	(4)
Swifter, Higher, Stronger, Dearer	639	(4)
Developing Global Marketing Strategies	643	(27)
Global Strategies: What Are They?	644	(3)
Tambrands: Overcoming Cultural Resistance	647	(1)
Pricing a Product in Multiple Country Markets	648	(1)
Blair Water Purifiers India	649	(8)
Sales Negotiations Abroad for MRI Systems	657	(1)
Tough Decisions at Boeing	657	(2)
National Office Machines--Motivating Japanese Salespeople: Straight Salary or Commission?	659	(3)
Alan AeroSpace: Communications Satellite Sales to Japan	662	(1)
AIDS, Condoms, and Carnival	662	(4)
Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries	666	(4)
Name Index	670	(7)
Subject Index	677