International Marketing https://www.mheducation.com/cover-images/Jpeg_400-high/1259712354.jpeg 18 2020 9781259712357 Pioneers in the field, Cateora, Gilly, and Graham 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. The dynamic nature of the international marketplace is reflected in the number of substantially improved and expanded topics in this 18th, including the following over 100 new academic articles and their findings. All data, text, photos and images have been updated for currency, as has the corresponding content within McGraw-Hill Education’s Connect with adaptive SmartBook. Additional updates include: NEW Cases: New cases accompany the 18e, 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. These cases can be assigned in Connect and SmartBook. Optionally, a case booklet can be create using McGraw-Hill CREATE. Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining examples are designed to encourage critical thinking and guide students through topics ranging from ethical to cultural to global issues facing marketers today. 4-Color Design: 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.
09781259712357
International Marketing

International Marketing, 18th Edition

ISBN10: 1259712354 | ISBN13: 9781259712357
By Philip Cateora, John Graham, Mary Gilly, Bruce Money

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Pioneers in the field, Cateora, Gilly, and Graham 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. The dynamic nature of the international marketplace is reflected in the number of substantially improved and expanded topics in this 18th, including the following over 100 new academic articles and their findings. All data, text, photos and images have been updated for currency, as has the corresponding content within McGraw-Hill Education’s Connect with adaptive SmartBook. Additional updates include: NEW Cases: New cases accompany the 18e, 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. These cases can be assigned in Connect and SmartBook. Optionally, a case booklet can be create using McGraw-Hill CREATE. Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining examples are designed to encourage critical thinking and guide students through topics ranging from ethical to cultural to global issues facing marketers today. 4-Color Design: 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.

Part One An Overview1. 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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About the Author

Philip Cateora

Phillip R. Cateora

Professor Emeritus, The University of Colorado at Boulder. Received his Ph.D. from the University of Texas at Austin where he was elected to Beta Gamma Sigma. In his academic career at the University of Colorado he has served as Division Head of Marketing, Coordinator of International Business Programs, Associate Dean, and Interim Dean. His teaching has spanned a range of courses in marketing and international business, from fundamentals through the doctoral level. He received the University of Colorado Teaching Excellence Award and the Western Marketing Educator’s Association’s Educator of the Year Award.

Professor Cateora has conducted faculty workshops on internationalizing principles of marketing courses for the AACSB and participated in designing and offering similar faculty workshops under a grant by the Department of Education. In conjunction with these efforts, he co-authored Marketing: An International Perspective, a supplement to accompany principles of marketing texts. Professor Cateora has served as consultant to small export companies as well as multinational companies, served on the Rocky Mountain Export Council, and taught in management development programs. He is a Fellow of the Academy of International Business.

John Graham

Professor Emeritus ofInternational Business and Marketing at the Paul Merage School of Business,University of California, Irvine. At UCI he is the Director of the Center forGlobal Leadership and has served as Associate Dean, Director of the John &Marilyn Long US-China Institute for Business & Law, and Director of theCenter for Citizen Peacebuilding; Visiting Scholar, Georgetown UniversitySchool of Business; Visiting Professor at Madrid Business School in Spain; andAssociate Professor, University of Southern California. Before beginning hisdoctoral studies at UC Berkeley, he worked for a division of CaterpillarTractor Co. and served as an officer in the U.S. Navy ­UnderwaterDemolition/SEAL Teams. Professor Graham is the author of (with Lynda Lawrenceand William Hernandez Requejo), Inventive Negotiation: Getting Beyond Yes,Palgrave-Macmillan, 2014; (with William Hernandez ­Requejo) of GlobalNegotiation: The New Rules, Palgrave-Macmillan, 2008; (with N. Mark Lam) ofChina Now, Doing Business in the World’s Most Dynamic Market,McGraw Hill, 2007; (with Yoshihiro Sano and James Hodgson, former U.S.Ambassador to Japan) of Doing Business with the New Japan, Rowman &Littlefield, 4th edition, 2008; and editor (with Taylor Meloan) of Globaland International Marketing, Irwin, 2nd edition, 1997. He has publishedarticles in publications such as Harvard Business Review, Journal ofMarketing, Journal of International Business Studies, StrategicManagement Review, Journal of Consumer Research, Journal of InternationalMarketing, and Marketing Science. Excerpts of his work have beenread into the Congressional Record, and his research on businessnegotiation styles in 20 cultures was the subject of an article in the January1988 issue of Smithsonian. His 1994 paper in Management Sciencereceived a citation of excellence from the Lauder Institute at the WhartonSchool of Business. He was selected for the 2009 International Trade Educatorof the Year Award, given by the North American Small ­Business InternationalTrade Educators’ Association.

Mary Gilly

Mary C. Gilly

Professor of Marketingat the Paul Merage School of Business, University of California, Irvine. Shereceived her B.A. from Trinity University in San Antonio, Texas; her M.B.A.from Southern Methodist University in Dallas, Texas; and her Ph.D. from theUniversity of Houston. At UCI, Dr. Gilly has served as Vice Dean, AssociateDean, Director of the Ph.D. Program, Faculty Chair in the School of Business,Associate Dean of Graduate Studies, and Chair of the Academic Senate for thecampus. She was elected Chair of the UC Academic Council and served at the UCOffice of the President from 2013 through 2015. She has been on the facultiesof Texas A&M University and Southern Methodist University and has been avisiting professor at the Madrid Business School and Georgetown University.

Professor Gilly has been a member of the ­American Marketing Association since1975 and has served that organization in a number of capacities, includingMarketing Education Council, President, Co-Chair of the 1991 AMA SummerEducators’ Conference, and member and chair of the AMA–Irwin DistinguishedMarketing Educator Award Committee. She currently serves as Academic Directorfor the Association for Consumer Research. Professor Gilly has published herresearch on international, cross-cultural, and consumer behavior topics in Journalof Marketing, Journal of Consumer ­Research, Journal of Retailing,California Management Review, and other venues. In 2011, she receivedthe Williams-Qualls-Spraten Multicultural Mentoring Award of Excellence.

Bruce Money

Fred Meyer Professor of International Business and Marketing; Director of the Whitmore Global Management Center, Marriott School, Brigham Young University. Professor Money has been teaching and researching international marketing for more than 25 years. He holds a B.A. from BYU, an M.B.A. from the Harvard Business School, and a Ph.D. in marketing from the University of California, Irvine. Prior to joining BYU, he served nine years on the faculty of the University of South Carolina, perennially ranked as one of the top international business programs in the country. His international marketing research has been published in leading academic outlets such as Journal of International Marketing, Journal of Marketing, Journal of International Business Studies, and Harvard Business Review (in abstract). He has won seven teaching awards at the undergraduate, MBA, and executive MBA program levels. Prior to his academic career, Dr. Money gained 10 years of professional and nonprofit experience, mostly in the international marketing of financial services. Proficient in Japanese, his most recent business position was vice president in the Los Angeles office of The Sakura Bank, Ltd. (now Sumitomo Mitsui), one of the world’s largest banks. There, he directed the bank’s marketing strategy for Fortune 100 prospects for the western United States (11 states). Dr. Money also served as partner in a consultancy to William E. Simon, former U.S. Secretary of the Treasury, for whom he initiated a Japanese joint venture program. He also directed $1 billion in Japanese debt and equity relationships for the Koll Company (now CB Richard Ellis), the West Coast’s largest real estate developer at that time. Dr. Money has taught in dozens of executive education programs for clients such as Adobe, Nissan’s Tokyo headquarters, Bosch Corporation, Bayer, CSX, and Norsk Hydro. He also has been a visiting professor of international marketing at business schools in Austria and Greece.

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