International Marketing (The Mcgraw-Hill/Irwin Series in Marketing)

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9780071111027: International Marketing (The Mcgraw-Hill/Irwin Series in Marketing)

This text concentrates on explaining how culture and environment for different countries affect marketing strategy. Emerging trends are emphasized: strategic internaitonal alliances, Green marketing, TQM and the Japanese distribution system. There is coverage of new and expanded market groups as result of the North American Free Trade Agreement, European Economic Area, and Enterprise for Americas Initiative. This edition looks at the role of research and market segmentation in the global marketing process. In addition, there is a discussion of gender bias in international markets, and an ethics decision tree to guide students through the ethical decision making process.

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Product Description:

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 14th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

Product Description:

This text explores the environmental cultural approach to international marketing, and explains how the culture and environment of different countries affect marketing strategy.

"About this title" may belong to another edition of this title.

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