International Marketing (McGraw-Hill International Editions: Marketing Series)

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9780071152099: International Marketing (McGraw-Hill International Editions: Marketing Series)

This text explains how the culture and environment of different countries affect marketing strategy. It features a new organization that draws attention to the role of research and market segmentation in the global marketing process. This edition covers topics such as the Emerging Markets, the WTO and relationship marketing. It emphasizes emerging trends including Strategic International Alliances, Green Marketing, TQM and the Japanese Distribution System. Coverage of new and expanded market groups resulting from the North American Free Trade Agreement, European Economic Area, Enterprise for Americas Initiative, Commonwealth of Independent States, New Republics and Baltic States are also included. Case studies are also featured.

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From the Publisher:

Co-author, John Graham. John is a professor of marketing and business at the graduate school of business at UC-Irvine. His primary research and professional interests are in the area of international business negotiations. He has completed studies of negotiating styles in many countries (US, Japan, Canada, Mexico, Taiwan, Peoples' Republic of China, South Korea, and most recently Vietnam). John's background is in high-tech, industrial, and services marketing. This background complements Philips' background in consumer marketing and services.
Book specific web site with an interactive version of The Country Notebook for students. Also includes updates to text material and an extensive list of links to international sites for student research.
New videos'a new video on negotiation developed by John Graham will help train students in this important area of international marketing.
Look for World Wide Web icons in the text margins. These refer readers to our new book-specific website with updates to chapter material so that students and professors can keep up with changes in the fast-paced field of international marketing.
Completely new design! In addition to a fresh new look for the book, two chapters (3: History and Geography and 15: Integrated Marketing Communications) will be in bold, four-color to illustrate concepts introduced in the text as never before.
Chapter 2 frames the environment of international marketing and introduces students to facets of the field such as technology and culture.
Chapter 19 on International Negotiation has been revised to serve as a culminating final chapter in which students will use their background on the international marketing environment and apply it to the nuances of negotiating. A new role-playing video developed by one of the text authors will reinforce this lesson for students.
The 11/E Website will include updates to material found in the book, student quizzing, links to help students do online research, and the Country Notebook Online with an interactive component so students can complete this popular marketing plan project online.
The authors increase their coverage of issues concerning technology and its impact on the international marketing environment throughout the text with New Internet Exercises, Internet footnotes and references.
The book will include an increase in coverage in technology with New Internet exercises, Internet coverage, and Internet footnotes and references.
Business Week Edition: With the purchase of a Business Week edition of an Irwin/McGraw-Hill textbook, students will receive a 15-week subscription to Business Week for only $8.25 more than the price of the book alone.The popular Crossing Borders Boxes offer anecdotal company examples. This feature is a favorite with adopters and no competitor has been able to match our coverage. This material will be improved in this edition with more examples from small businesses and technology companies.
Presentation CD-ROM will contain the entire supplement package for use in classroom lectures. The CD is formatted with McGraw-Hill's easy to use presentation manager to help professors quickly customize lectures with elements from our supplement package.

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Cateora, Philip R.; Hess, John M.
Published by McGraw-Hill Education (ISE Editions) 01/05/1997 (1997)
ISBN 10: 0071152091 ISBN 13: 9780071152099
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Book Description McGraw-Hill, 1996, Ninth Edition. Trade Textbook with soft covers. Book Condition: Very Good. Minor handling wear. Very clean interior. Bookseller Inventory # 004311

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