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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 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.
Key Features:
New and expanded coverage
Global Perspectives
New Chapter on International Negotiation
New Cases
Updated Crossing Borders boxes
Table of Contents:
The Scope and Challenge of International Marketing
The Dynamic Environment of International Trade
The Cultural Environment of Global Markets
History and Geography: The Foundations of Culture
Cultural Dynamics in Assessing Global Markets
Culture, Management Style and Business Systems
The Political Environment: A Critical Concern
The International Legal Environment: Playing by the Rules
Assessing Global Market Opportunities
Developing a Global Vision through Marketing Research
Economic Development and the Americas
Europe, Africa and the Middle East
Asia Pacific Region
Developing Global Marketing Strategies
Global Marketing Management: Planning and Organization
Products and Services for Consumers
Products and Services for Businesses
International Marketing Channels
Integrated Marketing Communications and International Advertising
Personal Selling and Sales Management
Pricing for International Markets
Implementing Global Marketing Strategies
Negotiating with International Customers, Partners and Regulators
Supplementary MaterialISBN - 9789339204464
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