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International Marketing - Text Only

International Marketing - Text Only - 13th edition

ISBN13: 978-0073080062

Cover of International Marketing - Text Only 13TH 07 (ISBN 978-0073080062)
ISBN13: 978-0073080062
ISBN10: 0073080063
Cover type: Hardback
Edition/Copyright: 13TH 07
Publisher: Richard D. Irwin, Inc.
Published: 2007
International: No

List price: $195.50

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International Marketing - Text Only - 13TH 07 edition

ISBN13: 978-0073080062

Philip R. Cateora and John Graham

ISBN13: 978-0073080062
ISBN10: 0073080063
Cover type: Hardback
Edition/Copyright: 13TH 07
Publisher: Richard D. Irwin, Inc.

Published: 2007
International: No
Summary

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 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
Cases