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Cateora, Philip R.; Gilly, Mary C; Graham, John L.

International marketing - 16 - Chennai McGraw Hill Education (India) Private Limited 2018 - xxxiii, 638 Paper

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

Cateora and Graham's International Marketing is far and away the best-selling text in the field, with a pioneering approach to making the material accessible and relevant that has become the standard by which other books are judged. Providing a well-rounded perspective of international markets that encompasses history, geography, language and religion as well as economics, Cateora helps students to see the cultural and environmental uniqueness of any nation or region. The 15th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

Key Features:

New and expanded coverage
Global Perspectives
New Chapter on International Negotiation
New Cases
Updated Crossing Borders boxes

ISBN: 978-93-87432-32-1

Subjects--Topical Terms:
International marketing

Dewey Class. No.: 658.848/Cat/Gil