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International Marketing Cover Image
International Marketing, 11/e
Philip R. Cateora, University of Colorado, Boulder
John L. Graham, University of California, Irvine

Table of Contents

Part One: an Overview

1: The Scope and Challenge of International Marketing

2: The Dynamic Environment of International Trade

Part Two: The Cultural Environment of Global Markets

3: History and Geography: The Foundations of Cultural Understanding

4: Cultural Dynamics in Assessing Global Markets

5: Business Customs in Global Marketing

6: The Political Environment: A Critical Concern

7: The International Legal Environment: Playing by the Rules

Part Three: Assessing Global Market Opportunities

8: Developing a Global Vision through Marketing Research

9: Emerging Markets

10: Multinational Market Regions and Market Groups

Part Four: Developing Global Marketing Strategies

11: Global Marketing Management: Planning and Organization

12: Products and Services for Consumers

13: Products and Services for Businesses

14: International Marketing Channels

15: Exporting and Logistics: Special Issues for Business

16: Integrated Marketing Communications and International Advertising

17: Personal Selling and sales Management

18: Pricing for International Markets

Part Five: Implementing Global Marketing Strategies

19: Negotiating with International Customers, Partners, and Regulators

Part Six: Supplementary Materials

The Country Notebook-A Guide for Developing a Marketing Plan

Cases





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