International Marketing

Name: International Marketing
Price: 5.25 USD
Availability: InStock
ISBN: 9780073380988

ISBN-10: 0073380989

ISBN-13: 9780073380988

Edition: 14th 2009

Authors: Philip R. Cateora, John Graham

List price: $194.38

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Description:

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 14th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

Book details

List price: $194.38
Edition: 14th
Copyright year: 2009
Publisher: McGraw-Hill Higher Education
Publication date: 11/4/2008
Binding: Hardcover
Pages: 744
Size: 8.75" wide x 11.00" long x 1.00" tall
Weight: 3.850
Language: English




An Overview



The Scope and Challenge of International Marketing



The Dynamic Environment of International Trade



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



Assessing Global Market Opportunities



Developing a Global Vision through Marketing Research



Emerging Markets



Multinational Market Regions and Market Groups



Developing Global Marketing Strategies



Global Marketing Management: Planning and Organization



Products and Services for Consumers



Products and Services 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



Implementing Global Marketing Strategies



Negotiating with International Customers, Partners, and Regulators



Supplementary Material


The Country Notebook - A Guide for Developing a Marketing Plan


Cases