Cateora and Graham's International Marketing is far and away the best-selling text in the field, with a pioneering approach to making the material accessible and relevant that has become the standard by which other books are judged. Providing a well-rounded perspective of international markets that encompasses history, geography, language and religion as well as economics, Cateora helps students to see the cultural and environmental uniqueness of any nation or region. The 15th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools. Key Features: New and expanded coverage Global Perspectives New Chapter on International Negotiation New Cases Updated Crossing Borders boxes Table of Contents: The Scope and Challenge of International Marketing The Dynamic Environment of International Trade The Cultural Environment of Global Markets History and Geography: The Foundations of Culture Cultural Dynamics in Assessing Global Markets Culture, Management Style and Business Systems The Political Environment: A Critical Concern The International Legal Environment: Playing by the Rules Assessing Global Market Opportunities Developing a Global Vision through Marketing Research Economic Development and the Americas Europe, Africa and the Middle East Asia Pacific Region Developing Global Marketing Strategies Global Marketing Management: Planning and Organization Products and Services for Consumers Products and Services for Businesses International Marketing Channels Integrated Marketing Communications and International Advertising Personal Selling and Sales Management Pricing for International Markets Implementing Global Marketing Strategies Negotiating with International Customers, Partners and Regulators Supplementary Material

• Paperback
• Publisher: Tata McGraw Hill India; Edition: 15th (2010)
• Language: English
• ISBN: 9789339204464
• Product dimensions: 55.1 x 3.6 x 71.1 cm