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International Marketing, 17E (ISBN: 9781259253065)

International Marketing, 17E (ISBN: 9781259253065)
International Marketing, 17E (ISBN: 9781259253065)

Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 17th edition of   International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region. In addition to coverage of technology's impact on the international market arena, the 17th edition of International Marketing features new topics that reflect recent changes in global markets, updated teaching resources, and new learning tools including McGraw-Hill's Connect with its adaptive SmartBook that lets instructors assign textbook readings and incentivize students' engagement with course content.

Table of Contents

Part One

An Overview  
1  The Scope and Challenge of International Marketing 2  
2  The Dynamic Environment of International Trade 28

Part Two

The Cultural Environment of Global Markets  
3  History and Geography: The Foundations of Culture 54  
4  Cultural Dynamics in Assessing Global Markets 96  
5  Culture, Management Style, and Business Systems 130  
6  The Political Environment: A Critical Concern 170  
7  The International Legal Environment: Playing By the Rules 198

Part Three

Assessing Global Market Opportunities  
8  Developing a Global Vision through Marketing Research 230  
9  Economic Development and the Americas 262  
10  Europe, Africa, and the Middle East 290  
11  The Asia Pacific Region 316

Part Four

Developing Global Marketing Strategies  
12  Global Marketing Management: Planning and Organization 346  
13  Products and Services for Consumers 374  
14  Products and Services for Businesses 414  
15  International Marketing Channels 442  
16  Integrated Marketing Communications and International Advertising 478  
17  Personal Selling and Sales Management 524  
18  Pricing for International Markets 554

Part Five

Implementing Global Marketing Strategies  
19  Inventive Negotiations with International Customers, Partners, and Regulators 584

Part Six

Supplementary Material  
THE COUNTRY NOTEBOOK—  A Guide for Developing a Marketing Plan 613

Glossary  622

Photo Credits  631

Name Index  633

Subject Index  640


Ex Tax: RM113.00
  • Stock: In Stock
  • Model: 9781259253065
  • Weight: 1.84kg
  • Dimensions: 32.40cm x 23.70cm x 6.00cm
  • ISBN: 9781259253065

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