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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.
This edition contains 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.
作者簡介
Philip R. Cateora
現職：University of Colorado
Mary C. Gilly
現職：University of California, Irvine
John L. Graham
現職：University of California, Irvine
PART I: OVERVIEW
Ch 1 The Scope and Challenge of International Marketing
Ch 2 The Dynamic Environment of International Trade
PART II: THE CULTURAL ENVIORMENT OF GLOBAL MARKETS
Ch 3 History and Geography: The Foundations of Culture
Ch 4 Cultural Dynamics in Assessing Global Markets
Ch 5 Culture, Management Style, and Business Systems
Ch 6 The Political Environment: A Critical Concern
Ch 7 The International Legal Environment: Playing by the Rules
PART III: ASSESSING GLOBAL MARKET OPPORTUNITIES
Ch 8 Developing a Global Vision through Marketing Research
Ch 9 Economic Markets
Ch 10 Multinational Market Regions and Market Group
PART IV: DEVELOPING GLOBAL MARKETING STRATEGIES
Ch 11 Global Marketing Management: Planning and Organization
Ch 12 Products and Services for Consumers
Ch 13 Products and Services for Businesses
Ch 14 International Marketing Channels
Ch 15 Exporting and Logistics: Special Issues for Business
Ch 16 Integrated Marketing Communications and International Advertising
Ch 17 Personal Selling and Sales Management
Ch 18 Pricing for International Markets
PART V: IMPLEMENTING GLOBAL MARKETING STRATEGIES
Ch 19 Negotiating with International Customers, Partners, and Regulators
PART VI: SUPPLEMENTARY MATERIAL
The Country Notebook--A Guide for Developing a Marketing Plan
Case 1 An Overview
Case 2 The Cultural Environment of Global
Case 3 Assessing Global Market Opportunities
Case 4 Developing Global Marketing Strategies
