International Marketing / Edition 16

by Philip R. Cateora, Mary C Gilly, John Graham

Overview

This text continues to dominate the field of International Marketing. Its long standing tradition as the market leader is strengthened in this edition with an increase in coverage of technology's impact on the international market arena and a more comprehensive website, helping to provide updates to text content in this continually changing field.

Product Details

ISBN-13:	9780073529974
Publisher:	McGraw-Hill Higher Education
Publication date:	10/05/2012
Edition description:	List
Pages:	672
Product dimensions:	8.50(w) x 11.00(h) x 1.10(d)
Age Range:	18 Years

About the Author

Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 17th 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.

In addition to coverage of technology's

impact on the

international market arena, the 17th edition of

International Marketing

features new topics that reflect

recent changes in

global markets, updated

teaching resources, and new learning tools including

McGraw-Hill's Connect with its adaptive SmartBook

that

lets instructors assign textbook readings and

incentivize students' engagement with course content.

Table of Contents

Part I An Overview
1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of Global Business
Part II The Cultural Environment of Global Markets
3. Geography and History: The Foundation of Cultural Understanding (in color!!!!)
4. Cultural Dynamics in Assessing Global Markets
5. Business Customs and Practices in Global Marketing
6. The Political Environment: A critical issue
7. Playing by the Rules: The International Legal Environment
Part III Assessing Global Market Opportunities
8. Developing a Global vision through market research
9. Emerging Markets of the world
10. Multinational Market Regions and Market Groups
Part IV Developing Global Marketing Strategies
11. Creating Products and Services for Consumers in Global Markets
12. Marketing Industrial Products and Business Services
13. International Distribution Systems
14. Exporting and Special Issues for Smaller Businesses
15. Integrated Marketing Communications (in color!!!!)
(and more...)