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International Marketing - With CD

International Marketing - With CD - 12th edition

ISBN13: 978-0072941647

Cover of International Marketing - With CD 12TH 05 (ISBN 978-0072941647)
ISBN13: 978-0072941647
ISBN10: 0072941642
Cover type: Hardback
Edition/Copyright: 12TH 05
Publisher: Richard D. Irwin, Inc.
Published: 2005
International: No

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International Marketing - With CD - 12TH 05 edition

ISBN13: 978-0072941647

Philip R. Cateora and John Graham

ISBN13: 978-0072941647
ISBN10: 0072941642
Cover type: Hardback
Edition/Copyright: 12TH 05
Publisher: Richard D. Irwin, Inc.

Published: 2005
International: No
Summary

International Marketing, 12/e by Cateora and Graham is by far, the best-selling text in the field of International Marketing. The authors continue to set the standard 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.

New to This Edition

  • New 4-Color Design. Now appearing in 4-color, the 13th edition not only has a sharper look, but new color maps and exhibits allow for improved pedagogy and a clearer presentation of international symbols and cultural meanings in marketing and advertising. In addition, photos that depend on full color for maximum impact easily bring many global examples to life .This visually stimulating combination works together to make the text material reader-friendly and accessible for both instructors and students.
  • New and Expanded Topics. The 12th edition has expanded coverage in several areas to reflect the swift changes in an expanding competitive global market. Topics include: the causes of cultural differences, the Internet and its expanding role in international marketing, big emerging markets (BEMS) and evolving global middle-income households. These new and expanded topics represent issues in competition, changing marketing structures, ethics and social responsibility, negotiations, and the development of the manager for the 21st century.
  • New Cases. New cases, both in the book and on video, accompany the new edition, enlivening the material in the book and class discussions while broadening a student's critical thinking skills. These cases bring forth many of the topics discussed in the chapters and demonstrate how these concepts are dealt with in the real world. New cases include: Starbucks--Going Global Fast, Coke and Pepsi Learn to Compete in India, Boeing's Product Development Stumble and Krispy Kreme Donuts Going Global?
  • New Student CD-ROM. For the first time, a student CD is available with the text. It features a new interactive expansion of the popular Country Notebook. Live links via an interactive map allow students to conduct online research to perform a complete cultural and economic analysis of a country, and provides guidelines for developing an international marketing plan.
  • New video: In a new segment produced by author John Graham, the video examines how a U.S. based manufacturer of athletic apparel deals with marketing their products internationally and manages its growth within a global market.

Table of Contents

Part I An Overview

1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of International Trade

Part II 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 III Assessing Global Market Opportunities

8. Developing a Global Vision through Market Research
9. Emerging Markets
10. Multinational Market Regions and Market Groups

Part IV Developing Global Marketing Strategies

11. Global Marketing Management: Planning and Organization
12. Products and Services for Consumers
13. Products and Consumers for Businesses
14. International Marketing Channels
15. Exporting and Logistics: Special Issues for Business
16. Integrated Marketing Communications and International Advertising
17. Personal Selling and Sales Management
18. Pricing for International Markets

Part V Implementing Global Marketing Strategies

19. Negotiating with International Customers, Partners, and Regulators

Part VI Supplementary Material

A. The Country Notebook
B. Cases

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