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Full Description
International Marketing by Cateora, Gilly, and Graham has been a pioneer in the field of international marketing. The authors continue to set the standard in this edition with new and expanded topics that reflect the swift changes of the competitive global market, as well as increased coverage of technology's impact on the international market arena. Now with over 100 new academic articles and their findings integrated into this 16th edition!
Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, International Marketing helps students to see the cultural and environmental uniqueness of any nation or region. The 16th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated learning tools and teaching resources.
Contents
Part One-An OverviewChapter 1: The Scope and Challenge of International Marketing Chapter 2: The Dynamic Environment of International TradePart Two-The Cultural Environment of Global MarketsChapter 3: History and Geography: The Foundations of CultureChapter 4: Cultural Dynamics in Assessing Global MarketsChapter 5: Culture, Management Style, and Business Systems Chapter 6: The Political Environment: A Critical Concern Chapter 7: The International Legal Environment: Playing by the Rules Part Three-Assessing Global Market OpportunitiesChapter 8: Developing a Global Vision through Marketing Research Chapter 9: Economic Development and the AmericasChapter 10: Europe, Africa, and the Middle East Chapter 11: Asia Pacific RegionPart Four-Developing Global Marketing StrategiesChapter 12: Global Marketing Management: Planning and Organization Chapter 13: Products and Services for Consumers Chapter 14: Products and Services for BusinessesChapter 15: International Marketing ChannelsChapter 16: Integrated Marketing Communications and International AdvertisingChapter 17: Personal Selling and Sales Management Chapter 18: Pricing for International Markets Part Five-Implementing Global Marketing StrategiesChapter 19: Negotiating with International Customers, Partners, and Regulators Part Six-Supplementary MaterialThe Country Notebook - A Guide for Developing a Marketing PlanCultural AnalysisEconomic AnalysisMarket Audit and Competitive Market AnalysisPreliminary Market Plan
