International Marketing [Rental Edition]

by CATEORA

• ISBN13: 9781259712357
• ISBN10: 1259712354
• Edition: 18th
• Format: Hardcover
• Copyright: 2019-02-19
• Publisher: McGraw-Hill Rental Program

Table of Contents

Part One

An Overview

1.1

The Scope and Challenge of International Marketing   2 

2.2 

The Dynamic Environment of International Trade   28 

Part Two

The Cultural Environment of Global Markets

1.3 

History and Geography: The Foundations of Culture   54 

2.4 

Cultural Dynamics in Assessing Global Markets   96 

3.5 

Culture, Management Style, and Business Systems   130 

4.6 

The Political Environment: A Critical Concern   170 

5.7 

The International Legal Environment: Playing By the Rules   198 

Part Three

Assessing Global Market Opportunities

1.8 

Developing a Global Vision through Marketing Research   230 

2.9 

Economic Development and the Americas   262 

3.10 

Europe, Africa, and the Middle East   290 

4.11 

The Asia Pacific Region   316 

Part Four

Developing Global Marketing Strategies

1.12 

Global Marketing Management: Planning and Organization   346 

2.13 

Products and Services for Consumers   374 

3.14 

Products and Services for Businesses   414 

4.15 

International Marketing Channels   442 

5.16 

Integrated Marketing Communications and International Advertising   478 

6.17 

Personal Selling and Sales Management   524 

7.18 

Pricing for International Markets   554 

Part Five

Implementing Global Marketing Strategies

1.19 

Inventive Negotiations with International Customers, Partners, and Regulators   584 

Part Six

Supplementary Material

The Country Notebook—A Guide for Developing a Marketing Plan   613

Cases

Cases can be found in Connect and SmartBook