International Marketing
by Philip Cateora
19th Edition
Publisher: McGraw-Hill Higher Education
Book Details
| Print ISBN | 9781266148637 |
| eText ISBN | 9781266830303 |
| Publisher | McGraw-Hill Higher Education |
| Publishing Year | 2024 |
| Edition | 19th Edition |
| Language | English |
| Pages | 736 |
International Marketing, 19th Edition, is a textbook that examines the dynamic environment of global commerce. The volume applies an interdisciplinary approach to international markets by incorporating history, geography, language, religion, and economics. This perspective guides students in analyzing the cultural and environmental uniqueness of nations and regions worldwide.
Core coverage addresses political considerations, international legal frameworks, and marketing research methods used to evaluate market opportunities. The text outlines strategic planning for consumer and business goods, international distribution channels, integrated marketing communications, and global pricing.
To encourage critical thinking and support classroom discussions, new real-world cases accompany this edition to demonstrate how international marketing concepts operate in practice.
Table of Contents
Chapter 1: The Scope and Challenge of International Marketing
Chapter 2: The Dynamic Environment of International Trade
Chapter 3: History and Geography: The Foundations of Culture
Chapter 4: Cultural Dynamics in Assessing Global Markets
Chapter 5: Culture, Management Style, and Business Systems
Chapter 6: The Political Environment: A Critical Concern
Chapter 7: The International Legal Environment: Playing by the Rules
Chapter 8: Developing a Global Vision through Marketing Research
Chapter 9: Economic Development and the Americas
Chapter 10: Europe, Africa, and the Middle East
Chapter 11: The Asia Pacific Region
Chapter 12: Global Marketing Management: Planning and Organization
Chapter 13: Products and Services for Consumers
Chapter 14: Products and Services for Businesses
Chapter 15: International Marketing Channels
Chapter 16: Integrated Marketing Communications and International Advertising
Chapter 17: Personal Selling and Sales Management
Chapter 18: Pricing for International Markets
Chapter 19: Inventive Negotiations with International Customers, Partners, and Regulators
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