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International Marketing (ISBN 9780073529943) has been thoroughly revised and even incorporates technological learning tools to help students understand the marketing world in relation to globalization and the environmental uniqueness of different regions and nations. Philip Cateora, Mary Gilly, and John Graham starts off with an overview on the scope and...
International Marketing (ISBN 9780073529943) has been thoroughly revised and even incorporates technological learning tools to help students understand the marketing world in relation to globalization and the environmental uniqueness of different regions and nations. Philip Cateora, Mary Gilly, and John Graham starts off with an overview on the scope and challenge of international promotion, selling, and advertising, then continues on to the dynamic environment of international trade, the cultural environment of global markets, management style, and business systems, and the political environment. Topics such as international legal environment, assessing global market opportunities, developing a global vision through marketing research, economic development and the Americas, and regions like Europe, Africa, the Middle East, and Asia Pacific are also discussed. The textbook covers developing global marketing strategies, planning and organization, products and services for consumers, products and services for businesses, international marketing channels, integrated marketing communications and international advertising, and personal selling and sales management. The last part of the book explains pricing for international markets, implementing global marketing strategies, and negotiating with international customers, partners, and regulators. There are plenty of examples and good cases to help students understand the concepts thoroughly. This textbook is ideal for intermediate to advanced marketing and business courses. It offers current information presented in a straightforward manner. Authors Philip Cateora, Mary Gilly, and John Graham make sure that the new case studies are highly relevant and also engaging. The questions provided at the end of each chapter helps students use their critical thinking skills and retain what they have learned.
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