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 13th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools..
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Concepts and Theory
Strategic Planning and Organizing
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abroad activities Adapted advertising Advertising Age American areas beer beneﬁts brand Brazil Business Week buyer channels Community company's competition consumer corporate cost coun countertrade culture currency customers decision Deﬁne developing countries difﬁcult Discuss distribution domestic economic effective Europe European European Community example exchange Exhibit export ﬁnancial ﬁnancing ﬁnd ﬁrms ﬁrst ﬁve foreign markets global growth important increase industrial inﬂuence international business international marketing investment japan japanese joint ventures Latin America license major manufacturer marketing mix ment Mexico middlemen million MNCs negotiations nomic ofﬁce ofﬁcial operations overseas payment percent personnel planning political population problems proﬁt proﬁtable promotion protectionism reﬂect require restrictions retail risk selling signiﬁcant Source speciﬁc standards strategy sumer tariffs ternational tion tional trade U.S. companies U.S. dollars United Wall Street journal worldwide WPEA