International Marketing
International Marketing

International Marketing

17th Edition
By Philip Cateora and John Graham and Mary Gilly
ISBN10: 0077842162
ISBN13: 9780077842161
Copyright: 2016

Purchase Options

Students, we’re committed to providing you with high-value course solutions backed by great service and a team that cares about your success. See tabs below to explore options and prices.


  • Personalize your learning, save time completing homework, and possibly earn a better grade
  • Access to eBook, homework and adaptive assignments, videos, and study resources
  • Download free ReadAnywhere App for offline access to eBook for anytime reading

See how Connect works >

6 Month


Loose-Leaf Purchase

  • Purchase un-bound 3-ring binder ready textbook
  • Flexibility and ease of selecting chapters to take where you want to go

What are my shipping options?




Receive via shipping:

  • Bound book containing the complete text
  • Full color
  • Hardcover or softcover

What are my shipping options?



The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Program Details

Part One

An Overview

1 The Scope and Challenge of International Marketing 2

2 The Dynamic Environment of International Trade 28

Part Two

The Cultural Environment of Global Markets

3 History and Geography: The Foundations of Culture 54

4 Cultural Dynamics in Assessing Global Markets 96

5 Culture, Management Style, and Business Systems 130

6 The Political Environment: A Critical Concern 170

7 The International Legal Environment: Playing By the Rules 198

Part Three

Assessing Global Market Opportunities

8 Developing a Global Vision through Marketing Research 230

9 Economic Development and the Americas 262

10 Europe, Africa, and the Middle East 290

11 The Asia Pacific Region 316

Part Four

Developing Global Marketing Strategies

12 Global Marketing Management: Planning and Organization 346

13 Products and Services for Consumers 374

14 Products and Services for Businesses 414

15 International Marketing Channels 442

16 Integrated Marketing Communications and International Advertising 478

17 Personal Selling and Sales Management 524

18 Pricing for International Markets 554

Part Five

Implementing Global Marketing Strategies


19 Inventive Negotiations with International Customers, Partners, and Regulators 584

Part Six

Supplementary Material

THE COUNTRY NOTEBOOK—A Guide for Developing a Marketing Plan 613


Glossary 622

Photo Credits 631

Name Index 633

Subject Index 640