Philip R. Cateora, University of Colorado-BoulderMary C. Gilly, University of California-Irvine
John L. Graham, University of California-Irvine
Cateora, Gilly, 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.
Table of Contents
Chapter 1 The Scope and Challenge of International Marketing
Chapter 2 The Dynamic Environment of International Trade
Chapter 3 History and Geography: The Foundations of Culture
Chapter 4 Cultural Dynamics in Assessing Global Markets
Chapter 5 Culture, Management Style, and Business Systems
Chapter 6 The Political Environment: A Critical Concern
Chapter 7 The International Legal Environment: Playing By The Rules
Chapter 8 Developing a Global Vision through Marketing Research
Chapter 9 Economic Development and the Americas
Chapter 10 Europe, Africa, and the Middle East
Chapter 11 The Asia Pacific Region
Chapter 12 Global Marketing Management: Planning and Organization
Chapter 13 Products and Services for Consumers
Chapter 14 Products and Services for Businesses
Chapter 15 International Marketing Channels
Chapter 16 Integrated Marketing Communications and International Advertising
Chapter 17 Personal Selling and Sales Management
Chapter 18 Pricing for International Markets
Chapter 19 Negotiating with International Customers, Partners, and Regulators
|
 |
| 28.95 MB |
No comments:
Post a Comment