International Marketing

International Marketing

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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. Click "Features" below for more.
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Product details

  • Hardback | 704 pages
  • 224 x 282 x 31mm | 1,495g
  • MCGRAW-HILL Professional
  • New York, United States
  • English
  • 17th edition
  • 51 Illustrations, unspecified
  • 0077842162
  • 9780077842161
  • 944,302

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
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About Philip R. Cateora

Phillip R. CateoraProfessor Emeritus, The University of Colorado at Boulder. Received his Ph.D. from the University of Texas at Austin where he was elected to Beta Gamma Sigma. In his academic career at the University of Colorado he has served as Division Head of Marketing, Coordinator of International Business Programs, Associate Dean, and Interim Dean. His teaching has spanned a range of courses in marketing and international business, from fundamentals through the doctoral level. He received the University of Colorado Teaching Excellence Award and the Western Marketing Educators Associations Educator of the Year Award. Professor Cateora has conducted faculty workshops on internationalizing principles of marketing courses for the AACSB and participated in designing and offering similar faculty workshops under a grant by the Department of Education. In conjunction with these efforts, he co-authored Marketing: An International Perspective, a supplement to accompany principles of marketing texts. Professor Cateora has served as consultant to small export companies as well as multinational companies, served on the Rocky Mountain Export Council, and taught in management development programs. He is a Fellow of the Academy of International Business.



John L. Graham Professor Emeritus ofInternational Business and Marketing at the Paul Merage School of Business,University of California, Irvine. At UCI he is the Director of the Center forGlobal Leadership and has served as Associate Dean, Director of the John &Marilyn Long US-China Institute for Business & Law, and Director of theCenter for Citizen Peacebuilding; Visiting Scholar, Georgetown UniversitySchool of Business; Visiting Professor at Madrid Business School in Spain; andAssociate Professor, University of Southern California. Before beginning hisdoctoral studies at UC Berkeley, he worked for a division of CaterpillarTractor Co. and served as an officer in the U.S. Navy i?UnderwaterDemolition/SEAL Teams. Professor Graham is the author of (with Lynda Lawrenceand William Hernandez Requejo), Inventive Negotiation: Getting Beyond Yes,Palgrave-Macmillan, 2014; (with William Hernandez i?Requejo) of GlobalNegotiation: The New Rules, Palgrave-Macmillan, 2008; (with N. Mark Lam) ofChina Now, Doing Business in the Worlds Most Dynamic Market,McGraw-Hill, 2007; (with Yoshihiro Sano and James Hodgson, former U.S.Ambassador to Japan) of Doing Business with the New Japan, Rowman &Littlefield, 4th edition, 2008; and editor (with Taylor Meloan) of Globaland International Marketing, Irwin, 2nd edition, 1997. He has publishedarticles in publications such as Harvard Business Review, Journal ofMarketing, Journal of International Business Studies, StrategicManagement Review, Journal of Consumer Research, Journal of InternationalMarketing, and Marketing Science. Excerpts of his work have beenread into the Congressional Record, and his research on businessnegotiation styles in 20 cultures was the subject of an article in the January1988 issue of Smithsonian. His 1994 paper in Management Sciencereceived a citation of excellence from the Lauder Institute at the WhartonSchool of Business. He was selected for the 2009 International Trade Educatorof the Year Award, given by the North American Small i?Business InternationalTrade Educators Association.



Mary C. Gilly Professor of Marketingat the Paul Merage School of Business, University of California, Irvine. Shereceived her B.A. from Trinity University in San Antonio, Texas; her M.B.A.from Southern Methodist University in Dallas, Texas; and her Ph.D. from theUniversity of Houston. At UCI, Dr. Gilly has served as Vice Dean, AssociateDean, Director of the Ph.D. Program, Faculty Chair in the School of Business,Associate Dean of Graduate Studies, and Chair of the Academic Senate for thecampus. She was elected Chair of the UC Academic Council and served at the UCOffice of the President from 2013 through 2015. She has been on the facultiesof Texas A&M University and Southern Methodist University and has been avisiting professor at the Madrid Business School and Georgetown University. Professor Gilly has been a member of the i?American Marketing Association since1975 and has served that organization in a number of capacities, includingMarketing Education Council, President, Co-Chair of the 1991 AMA SummerEducators Conference, and member and chair of the AMAIrwin DistinguishedMarketing Educator Award Committee. She currently serves as Academic Directorfor the Association for Consumer Research. Professor Gilly has published herresearch on international, cross-cultural, and consumer behavior topics in Journalof Marketing, Journal of Consumer i?Research, Journal of Retailing,California Management Review, and other venues. In 2011, she receivedthe Williams-Qualls-Spraten Multicultural Mentoring Award of Excellence.
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