International Marketing

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.New legal/political issues addressed by the 13th edition include the World Trade Organization, NAFTA and CAFTA, the war on terrorism, and Asian/Pacific economic cooperation.The effect of the Internet, cell phones, and other information technology on international marketing is incorporated throughout the 13th edition.Several of the popular Crossing Borders boxes are new or revised, as are many of the text's maps, graphs and figures.Reflecting the rise of service-based occupations, the 13th edition covers both consumer and industrial services in greater detail.Economic issues receiving greater coverage include big emerging markets (BEMS), evolving global middle-income households, bottom-of-the-pyramid markets, and channel structures in Europe, Japan, and developing countries.The 13th edition encompasses the latest quantitative and qualitative multicultural research.The Country Notebook is a complete online tool for investigating a prospective foreign market, and is available free to users of the 13th edition.Several of the chapter-ending cases are new, as are 10 of the DVD video segments.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. Each chapter is introduced with a Global Perspective, a real-life example of company experiences that illustrates significant issues discussed in the chapter. Companies featured in the Global Perspectives range from exporters to global enterprises. Chapter 19 on international negotiation serves as a culminating final and unique chapter in which students will use their background on the international marketing environment and apply it to the nuances of negotiating. John Graham's renowned expertise in international negotiation is evident in this chapter. The text's Online Learning Center (OLC) is home to the Country Notebook, a comprehensive, interactive tool for analyzing a foreign market prior to drawing up a marketing plan. Through a mixture of maps, fill-in-the-blank questions and web links, the Country Notebook leads students through a detailed inventory of the country in question, highlighting political, cultural, economic, and geographic issues. In conjunction with the Interactive Maps, the Cateora OLC provides a comprehensive guided tool for students to discover and understand international marketing issues.The DVD contains 25 short segments covering specific topics in international marketing, usually through a close-up look at a real global company. Ten of the segments are new with the 13th edition, and cover topics including the Russian economy, the rise of China, IBM, and the declining US dollar.