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International Marketing - With CD - 12th edition

by Philip R. Cateora and John Graham

International Marketing - With CD (ISBN10: 0072941642; ISBN13: 9780072941647)
ISBN13: 978-0072941647
ISBN10: 0072941642

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

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  • 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.
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Edition/Copyright: 12TH 05
Cover: Hardback
Publisher: Richard D. Irwin, Inc.
Published: 03/28/2004
International: No

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