Summary: Cateora and Grahams 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 15th editio
n reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.
Summary: Cateora and Grahams 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 15th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools. ...show less
Edition/Copyright:15TH 11 Cover: Hardback Publisher:Richard D. Irwin, Inc. Year Published: 2011 International: No
View Table of Contents
Table of Contents
Part One: An Overview 1 The Scope and Challenge of International Marketing 2 The Dynamic Environment of International Trade Part Two: 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 Three: Assessing Global Market Opportunities 8 Developing a Global Vision through Marketing Research 9 Economic Development and the Americas 10 Europe, Africa, and the Middle East 11 Asia Pacific Region Part Four: Developing Global Marketing Strategies 12 Global Marketing Management: Planning and Organization 13 Products and Services for Consumers 14 Products and Services for Businesses 15 International Marketing Channels 16 Integrated Marketing Communications and International Advertising 17 Personal Selling and Sales Management 18 Pricing for International Markets Part Five: Implementing Global Marketing Strategies 19 Negotiating with International Customers, Partners, and Regulators Part Six: Supplementary Material
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