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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The Scope and Challenge
The Scope and Challenge of International
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advertising agreement American areas Asia Asian barriers behavior brand Brazil buyer channel Cheetos China Chinese commercial communications company's competition consumer cost countertrade countries created Crossing Borders cultural currency customers decisions Discuss distribution domestic economic effective environment EuroDisney Europe European Union example Exhibit export firms foreign markets free trade Germany global markets groups growth Hong Kong important India industrial international business international marketing Internet investment issues Japan Japanese Konark Latin America license major manufacturing marketing mix marketing research ment Mercosur Mexico middlemen million multinational NAFTA negotiations Nestle operations packaging percent planning political population problems promotion regions require restrictions retailers sell Sources South Korea standards strategy tariffs television tion U.S. companies United Wal-Mart Wall Street Journal World Trade World Trade Organization worldwide