International Marketing, 12/e by Cateora and Graham is by far, the best-selling text in the field of International Marketing. The authors continue to set the standard in this edition with an increase in coverage of technology?s impact on the international market arena and a more comprehensive website, helping to provide updates to text content in this continually changing field.



Table of Contents:



Part I An Overview

1. The Scope and Challenge of International Marketing

2. The Dynamic Environment of International Trade

Part II The Cultural Environment of Global Markets

3. History and Geography: The Foundations of Culture

4. 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 Rules

Part III Assessing Global Market Opportunities

8. Developing a Global Vision through Market Research

9. Emerging Markets

10. Multinational Market Regions and Market Groups

Part IV Developing Global Marketing Strategies

11. Global Marketing Management: Planning and Organization

12. Products and Services for Consumers

13. Products and Consumers for Businesses

14. International Marketing Channels

15. Exporting and Logistics: Special Issues for Business

16. Integrated Marketing Communications and International Advertising

17. Personal Selling and Sales Management

18. Pricing for International Markets

Part V Implementing Global Marketing Strategies

19. Negotiating with International Customers, Partners, and Regulators

Part VI Supplementary Material

A. The Country Notebook

B. Cases