Cateora 15e
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Table of Contents

International Marketing, 15/e

Philip R. Cateora, University of Colorado-Boulder
Mary C. Gilly, University of California-Irvine
John L. Graham, University of California-Irvine

ISBN: 007352994x
Copyright year: 2011

Table of Contents

Chapter 1 The Scope and Challenge of International Marketing

Chapter 2 The Dynamic Environment of International Trade

Chapter 3 History and Geography: The Foundations of Culture

Chapter 4 Cultural Dynamics in Assessing Global Markets

Chapter 5 Culture, Management Style, and Business Systems

Chapter 6 The Political Environment: A Critical Concern

Chapter 7 The International Legal Environment: Playing By The Rules

Chapter 8 Developing a Global Vision through Marketing Research

Chapter 9 Economic Development and the Americas

Chapter 10 Europe, Africa, and the Middle East

Chapter 11 The Asia Pacific Region

Chapter 12 Global Marketing Management: Planning and Organization

Chapter 13 Products and Services for Consumers

Chapter 14 Products and Services for Businesses

Chapter 15 International Marketing Channels

Chapter 16 Integrated Marketing Communications and International Advertising

Chapter 17 Personal Selling and Sales Management

Chapter 18 Pricing for International Markets

Chapter 19 Negotiating with International Customers, Partners, and Regulators

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