International Marketing ISE
18th Edition
1260568938
·
9781260568936
© 2020 | Published: May 1, 2019
Cateora, Gilly, and Graham continue to set the standard in this 18th edition of International Marketing. With their well-rounded perspective of international markets - which encompass history, geography, language, religion and economics – they help…
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PartOne An Overview
1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of International Trade
Part Two The Cultural Environment of Global Market
1. History and Geography: The Foundations of Culture
2. Cultural Dynamics in Assessing Global Markets3. Culture, Management Style,and Business Systems
4.The Political Environment: A Critical Concern
5. The International Legal Environment: Playing by the Rules
Part Three Assessing Global Market Opportunities
1. Developing a Global Vision through Marketing Research
2. Economic Development and the Americas3. Europe, Africa, and the MiddleEast4.The Asia Pacific Region
Part Four Developing Global Marketing Strategies
1. Global Marketing Management: Planning and Organization
2. Products and Services for Consumers
3. Products and Services for Businesses
4. International Marketing Channels
5. Integrated Marketing Communications and International Advertising
6. Personal Selling and Sales Management
7. Pricing for International Markets
Part Five Implementing Global Marketing Strategies
1. Inventive Negotiations with International Customers, Partners, andRegulators
Part Six Supplementary Material
The Country Notebook: A Guide for Developing a Marketing Plan
Cases can be found in Connect and SmartBook
1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of International Trade
Part Two The Cultural Environment of Global Market
1. History and Geography: The Foundations of Culture
2. Cultural Dynamics in Assessing Global Markets3. Culture, Management Style,and Business Systems
4.The Political Environment: A Critical Concern
5. The International Legal Environment: Playing by the Rules
Part Three Assessing Global Market Opportunities
1. Developing a Global Vision through Marketing Research
2. Economic Development and the Americas3. Europe, Africa, and the MiddleEast4.The Asia Pacific Region
Part Four Developing Global Marketing Strategies
1. Global Marketing Management: Planning and Organization
2. Products and Services for Consumers
3. Products and Services for Businesses
4. International Marketing Channels
5. Integrated Marketing Communications and International Advertising
6. Personal Selling and Sales Management
7. Pricing for International Markets
Part Five Implementing Global Marketing Strategies
1. Inventive Negotiations with International Customers, Partners, andRegulators
Part Six Supplementary Material
The Country Notebook: A Guide for Developing a Marketing Plan
Cases can be found in Connect and SmartBook
Cateora, Gilly, and Graham continue to set the standard in this 18th edition of International Marketing. With their well-rounded perspective of international markets - which encompass history, geography, language, religion and economics – they help 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 enhanced and expanded topics in this new edition, including more than 100 new academic articles and their findings
Additional updates include:
• NEW Cases: New cases accompany the 18h edition, helping to bring the book and class discussions to life, while broadening a student’s critical thinking skills. These cases provide practical examples of the topics discussed and demonstrate how important concepts are dealt with in the real world.
• Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining snippets are designed to encourage critical thinking and guide students through topics ranging from ethical, to cultural, to global issues facing marketers today.
The dynamic nature of the international marketplace is reflected in the number of enhanced and expanded topics in this new edition, including more than 100 new academic articles and their findings
Additional updates include:
• NEW Cases: New cases accompany the 18h edition, helping to bring the book and class discussions to life, while broadening a student’s critical thinking skills. These cases provide practical examples of the topics discussed and demonstrate how important concepts are dealt with in the real world.
• Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining snippets are designed to encourage critical thinking and guide students through topics ranging from ethical, to cultural, to global issues facing marketers today.