International marketing / Philip R. Cateora, Mary C. Gilly, John L. Graham, R. Bruce Money.

Contributor(s):

Material type:

TextPublication details: New York : McGraw-Hill Education, 2016.Edition: Seventeenth edition, international edDescription: xxxvi, 662 p. : ill. col. ; 28 cmContent type:

text

ISBN:

9781259253065

Subject(s):

DDC classification:

658.84

Contents:

Pt. 1. An overview -- Ch. 1. The scope and challenge of international marketing -- Ch. 2. The dynamic environment of international trade -- Pt. 2. The cultural environment of global markets -- Ch. 3. History and geography; the foundations of culture -- Ch. 4. Cultural dynamics in assessing global markets -- Ch. 5. Culture, management style, and business systems -- Ch. 6. The political environment: a critical concern -- Ch. 7. The international legal environment: playing by the rules -- Pt. 3. Assessing global market opportunities -- Ch. 8. Developing a global vision through marketing research -- Ch. 9. Economic development and the Americas -- Ch. 10. Europe, Africa, and the Middle East -- Ch. 11. The Asia Pacific Region -- Pt. 4. Developing global marketing strategies -- Ch. 12. Global marketing management: planning and organization -- Ch. 13. Products and services for consumers -- Ch. 14. Products and services for businesses -- Ch. 15. International marketing channels -- Ch. 16. Integrated marketing communications and international advertising -- Ch. 17. Personal selling and sales management -- Ch. 18. Pricing for international markets -- Pt. 5. Implementing global marketing strategies -- Ch. 19. Inventive negotiations with international customers, partners, and regulators -- Pt. 6. Supplementary material -- The country notebook -- Cases.

Summary: 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.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.84 INT int (Browse shelf(Opens below))	Available	11669

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Includes index.

Pt. 1. An overview --
Ch. 1. The scope and challenge of international marketing --
Ch. 2. The dynamic environment of international trade --
Pt. 2. The cultural environment of global markets --
Ch. 3. History and geography; the foundations of culture --
Ch. 4. Cultural dynamics in assessing global markets --
Ch. 5. Culture, management style, and business systems --
Ch. 6. The political environment: a critical concern --
Ch. 7. The international legal environment: playing by the rules --
Pt. 3. Assessing global market opportunities --
Ch. 8. Developing a global vision through marketing research --
Ch. 9. Economic development and the Americas --
Ch. 10. Europe, Africa, and the Middle East --
Ch. 11. The Asia Pacific Region --
Pt. 4. Developing global marketing strategies --
Ch. 12. Global marketing management: planning and organization --
Ch. 13. Products and services for consumers --
Ch. 14. Products and services for businesses --
Ch. 15. International marketing channels --
Ch. 16. Integrated marketing communications and international advertising --
Ch. 17. Personal selling and sales management --
Ch. 18. Pricing for international markets --
Pt. 5. Implementing global marketing strategies --
Ch. 19. Inventive negotiations with international customers, partners, and regulators --
Pt. 6. Supplementary material --
The country notebook --
Cases.

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.

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