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International Marketing

International Marketing

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  • ISBN:9781266151637
  • Editorial: UK-Mcgraw-Hill
  • Fecha de la edición:
  • Número de la edición: 19
  • Encuadernación:
  • Nº Pág.:1472
  • Idiomas:Inglés

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Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 19th 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. The dynamic nature of the international marketplace is reflected in the number of substantially improved and expanded topics in this 19th, including the following over 300 new academic articles and their findings. All data, text, photos and images have been updated for currency, as has the corresponding content within McGraw-Hill Educations Connect with adaptive SmartBook.
Additional updates include:

NEW Cases: New cases accompany the 19e, enlivening the material in the book and class discussions while broadening a students critical thinking skills. These cases bring forth many of the topics discussed in the chapters and demonstrate how these concepts are dealt with in the real world. These cases can be assigned in Connect and SmartBook. Optionally, a case booklet can be create using McGraw-Hill CREATE.

Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining examples are designed to encourage critical thinking and guide students through topics ranging from ethical to cultural to global issues facing marketers today.

4-Color Design: New color maps and exhibits allow for improved pedagogy and a clearer presentation of international symbols and cultural meanings in marketing and advertising. In addition, photos that depend on full color for maximum impact easily bring many global examples to life.

PART ONE: AN OVERVIEW
Chapter 1: The Scope and Challenge of International Marketing
Chapter 2: The Dynamic Environment of International Trade

PART TWO: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS
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

PART THREE: ASSESSING GLOBAL MARKET OPPORTUNITIES
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

PART FOUR: DEVELOPING GLOBAL MARKETING STRATEGIES
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

PART FIVE: IMPLEMENTING GLOBAL MARKETING STRATEGIES
Chapter 19: Inventive Negotiations with International Customers, Partners, and Regulators

PART SIX: SUPPLEMENTARY MATERIAL
The Country Notebook'A Guide for Developing a Marketing Plan

CASES (Cases can be found in SmartBook or the Instructor Resources within Connect)
An Overview
1-1 Starbucks'Going Global Fast 1
1-2 Nestle?: The Infant Formula Controversy
1-3 Coke and Pepsi Learn to Compete in India
1-4 Marketing Microwave Ovens to a New Market Segment
1-5 Living in a Box . . . The Way of the Future?
The Cultural Environment of Global Marketing
2-1 The Not-So-Wonderful World of EuroDisney'to Paris, Hong Kong, Shanghai, and Beyond
2-2 Cultural Norms, Fair & Lovely, and Advertising
2-3 Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe?
2-4 Ethics and Airbus
2-5 Coping with Corruption
2-6 When International Buyers and Sellers Disagree
2-7 McDonalds and Obesity
2-8 Ultrasound Machines, India, China, and a Skewed Sex Ratio
2-9 Counterfeit Mobile Phones in Southeast Asia
Assessing Global Market Opportunities
3-1 International Marketing Research at the Mayo Clinic
3-2 Swifter, Higher, Stronger, Dearer
3-3 Marketing to the Bottom of the Pyramid
3-4 Continued Growth for Zara and Inditex
3-5 Club Med and the International Consumer
3-6 Gillette: The 11-Cent Razor, India, and Reverse Innovation
3-7 Amazon in Emerging Markets
Developing Global Marketing Strategies
4-1 Tambrands'Overcoming Cultural Resistance
4-2 Futurams Risk Management Strategy
4-3 Sales Negotiations Abroad for MRI Systems
4-4 National Office Machines'Motivating Japanese Salespeople: Straight Salary or Commission?
4-5 AIDS, Condoms, and Carnival
4-6 Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries
4-7 The Obstacles to Introducing a New Product into a New Market
4-8 Mary Kay in India 4-9 Noland Stores Cleans Up Its Act

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