Philip Cateora and John Graham and Mary Gilly and Bruce Money
International Marketing
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International Marketing
18th Edition
By Philip Cateora and John Graham and Mary Gilly and Bruce Money
ISBN10: 1259712354
ISBN13: 9781259712357
Copyright: 2020
ISBN10: 1259712354
ISBN13: 9781259712357
Copyright: 2020
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Pioneers in the field, Cateora, Gilly, and Graham and Money continue to set the standard in this 18th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region.
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ISBN10: 1259712354 | ISBN13: 9781259712357
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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.
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. The Dynamic Environment of International Trade
Part Two The Cultural Environment of Global Market
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.The 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. Inventive Negotiations with International Customers, Partners, and Regulators
Part Six Supplementary Material
The Country Notebook: A Guide for Developing a Marketing Plan
Cases can be found in SmartBook or the Instructor Resources within Connect
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 Market
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.The 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. Inventive Negotiations with International Customers, Partners, and Regulators
Part Six Supplementary Material
The Country Notebook: A Guide for Developing a Marketing Plan
Cases can be found in SmartBook or the Instructor Resources within Connect
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