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Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 19th 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 19th, including the following over 300 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:
1.Nne Cases: New cases accompany the 19e, 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.
2.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.
3.4-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.
作者簡介
Philip R. Cateora
現職：University of Colorado
R. Bruce Money
現職：Brigham Young University
Mary C. Gilly
現職：University of California, Irvine
John L. Graham
現職：University of California, Irvine
PART I: AN OVERVIEW
Ch 1 The Scope and Challenge of International Marketing
Ch 2 The Dynamic Environment of International Trade
PART II: THE CULTURAL ENVIRONMENT 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 Development and the Americas
Ch10 Europe, Africa, and the Middle East
Ch11 The Asia Pacific Region
PART IV: DEVELOPING GLOBAL MARKETING STRATEGIES
Ch12 Global Marketing Management: Planning and Organization
Ch13 Products and Services for Consumers
Ch14 Products and Services for Businesses
Ch15 International Marketing Channels
Ch16 Integrated Marketing Communications and International Advertising
Ch17 Personal Selling and Sales Management
Ch18 Pricing for International Markets
PART V: IMPLEMENTING GLOBAL MARKETING STRATEGIES
Ch19 Inventive Negotiations with International Customers, Partners, and Regulators
PART VI: SUPPLEMENTARY MATERIAL
The Country Notebook—A Guide for Developing a Marketing Plan
