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International Marketing by Mary C. Gilly, John Graham and Philip R. Cateora (2015, Hardcover)
Indiana Book Company (21120)
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About this product
Product Identifiers
PublisherMcgraw-Hill Education
ISBN-100077842162
ISBN-139780077842161
eBay Product ID (ePID)219872033
Product Key Features
Number of Pages704 Pages
Publication NameInternational Marketing
LanguageEnglish
SubjectExports & Imports, International / Marketing, International / General
Publication Year2015
TypeTextbook
AuthorMary C. Gilly, John Graham, Philip R. Cateora
Subject AreaBusiness & Economics
FormatHardcover
Dimensions
Item Height1.2 in
Item Weight52.9 Oz
Item Length11.1 in
Item Width8.8 in
Additional Product Features
Edition Number17
Intended AudienceCollege Audience
LCCN2015-036297
Dewey Edition23
Grade FromCollege Freshman
IllustratedYes
Grade ToCollege Freshman
Dewey Decimal658.84
Table Of ContentPart One: An Overview 1 The Scope and Challenge of International Marketing 2 The Dynamic Environment of International Trade Part Two: 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 Three: Assessing Global Market Opportunities 8 Developing a Global Vision through Marketing Research 9 Economic Development and the Americas 10 Europe, Africa, and the Middle East 11 The Asia Pacific Region Part Four: Developing Global Marketing Strategies 12 Global Marketing Management: Planning and Organization 13 Products and Services for Consumers 14 Products and Services for Businesses 15 International Marketing Channels 16 Integrated Marketing Communications and International Advertising 17 Personal Selling and Sales Management 18 Pricing for International Markets Part Five: Implementing Global Marketing Strategies 19 Inventive Negotiations with International Customers, Partners, and Regulators Part Six: Supplementary Material THE COUNTRY NOTEBOOK--A Guide for Developing a Marketing Plan
SynopsisPioneers 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. Click "Features" below for more.
LC Classification NumberHF1416.C375 2016
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