This text explains how the culture and environment of different countries affect marketing strategy. It features a new organization that draws attention to the role of research and market segmentation in the global marketing process. This edition covers topics such as the Emerging Markets, the WTO and relationship marketing. It emphasizes emerging trends including Strategic International Alliances, Green Marketing, TQM and the Japanese Distribution System. Coverage of new and expanded market groups resulting from the North American Free Trade Agreement, European Economic Area, Enterprise for Americas Initiative, Commonwealth of Independent States, New Republics and Baltic States are also included. Case studies are also featured.
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 14th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.
Part One: An Overview 1. The Scope and Challenge of International Marketing 2. The Dynamic Environment of International Trade.
Part Two: The Cultural Environment of Global Markets 3. History and Geography: The Foundations of Culture 4. Cultural Dynamics in Assessing Global Markets 5. Culture, Management Style, and Business Systems 6. The Political Environment: A Critical Concern 7. The International Legal Environment: Playing by the Rules.
Part Three: Assessing Global Market Opportunities 8. Developing a Global Vision through Marketing Research 9. Emerging Markets 10. Multinational Market Regions and Market Groups.
Part Four: Developing Global Marketing Strategies 11. Global Marketing Management: Planning and Organization 12. Products and Services for Consumers 13. Products and Services for Businesses 14. International Marketing Channels 15. Exporting and Logistics: Special Issues for Business 16. Integrated Marketing Communications and International Advertising 17. Personal Selling and Sales Management 18. Pricing for International Markets.
Part Five: Implementing Global Marketing Strategies 19. Negotiating with International Customers, Partners, and Regulators.
Part Six: Supplementary Material THE COUNTRY NOTEBOOK - A Guide for Developing a Marketing Plan CASES.
Second hand but good as new! Highlighter used on a couple of pages.
Slight surface scratching on hard cover. Rest of book in excellent condition!
