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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 13th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools..

Tabla de contenidos provista por Syndetics

• Part I An Overview
• The Scope and Challenge of International Marketing
• The Dynamic Environment of International Trade
• Part II 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
• Part III Assessing Global Market Opportunities
• Developing a Global Vision through Market Research
• Emerging Markets Multinational Market Regions and Market Groups
• Part IV Developing Global Marketing Strategies
• Global Marketing Management: Planning and Organization
• Products and Services for Consumers
• Products and Consumers for Businesses
• International Marketing Channels
• Exporting and Logistics: Special Issues for Business
• Integrated Marketing Communications and International Advertising
• Personal Selling and Sales Management
• Pricing for International Markets
• Part V Implementing Global Marketing Strategies
• Negotiating with International Customers, Partners, and Regulators
• Part VI Supplementary Material
• The Country Notebook Cases