Table of Contents

Part One: An Overview1 The Scope and Challenge of International Marketing2 The Dynamic Environment of International TradePart Two: The Cultural Environment of Global Markets3 History and Geography: The Foundations of Culture4 Cultural Dynamics in Assessing Global Markets 5 Culture, Management Style, and Business Systems 6 The Political Environment: A Critical Concern 7 The International Legal Environment: Playing By the RulesPart Three: Assessing Global Market Opportunities8 Developing a Global Vision through Marketing Research9 Economic Development and the Americas10 Europe, Africa, and the Middle East11 The Asia Pacific Region Part Four: Developing Global Marketing Strategies12 Global Marketing Management: Planning and Organization13 Products and Services for Consumers14 Products and Services for Businesses15 International Marketing Channels16 Integrated Marketing Communications and International Advertising17 Personal Selling and Sales Management18 Pricing for International MarketsPart Five: Implementing Global Marketing Strategies19 Inventive Negotiations with International Customers, Partners, and RegulatorsPart Six: Supplementary MaterialTHE COUNTRY NOTEBOOK-A Guide for Developing a Marketing Plan

About the Author

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.