EBOOK International Marketing 17e
1st Edition
1309078335
·
9781309078334
© 2017 | Published: February 16, 2017
Pioneers in the field Cateora Gilly and Graham continue to set the standard in this 17th edition of International Marketing with their well-rounded perspective of international markets that encompass history geography language and religion as well as…
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i. Ebook Welcome Message
ii. Walkthrough
iii. About the Authors
iv. Preface
v. List of "Crossing Borders" Boxes
An Overview
1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of International Trade
The Cultural Environment of Global Markets
3. History and Geography: The Foundations of Culture
4. Cultural Dynamics in Assessing Global Markets
5. Culture, Management Style, and Business Systems
6. The Political Environment: A Critical Concern
7. The International Legal Environment: Playing By the Rules
Assessing Global Market Opportunities
8. Developing a Global Vision through Marketing Research
9. Economic Development and the Americas
10. Europe, Africa, and the Middle East
11. The Asia Pacific Region
Developing Global Marketing Strategies
12. Global Marketing Management: Planning and Organization
13. Products and Services for Consumers
14. Products and Services for Businesses
15. International Marketing Channels
16. Integrated Marketing Communications and International Advertising
17. Personal Selling and Sales Management
18. Pricing for International Markets
Implementing Global Marketing Strategies
19. Inventive Negotiations with International Customers, Partners, and Regulators
Supplementary Material
20. The Country Notebook: A Guide for Developing a Marketing Plan
1. Case: An Overview
21. Introduction
22. 1-1. Starbucks—Going Global Fast
23. 1-2. Nestlé: The Infant Formula Controversy
24. 1-3. Coke and Pepsi Learn to Compete in India
25. 1-4. Marketing Microwave Ovens to a New Market Segment
2. Case: The Cultural Environment of Global Marketing
26. Introduction
27. 2-1. The Not-So-Wonderful World of EuroDisney—Things Are Better Now at Disneyland Resort Paris
28. 2-2. Cultural Norms, Fair & Lovely, and Advertising
29. 2-3. Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe?
30. 2-4. Ethics and Airbus
31. 2-5. Coping with Corruption in Trading with Vietnam
32. 2-6. When International Buyers and Sellers Disagree
33. 2-7. McDonald’s and Obesity
34. 2-8. Ultrasound Machines, India, China, and a Skewed Sex Ratio
35. 2-9. Coping with Piracy in China
3. Case: Assessing Global Market Opportunities
36. Introduction
37. 3-1. International Marketing Research at the Mayo Clinic
38. 3-2. Swifter, Higher, Stronger, Dearer
39. 3-3. Marketing to the Bottom of the Pyramid
40. 3-4. Continued Growth for Zara and Inditex
41. 3-5. A Sea Launch Recovery?
42. 3-6. Club Med and the International Consumer
43. 3-7. Gillette: The 11-Cent Razor, India, and Reverse Innovation
4. Case: Developing Global Marketing Strategies
44. Introduction
45. 4-1. Tambrands—Overcoming Cultural Resistance
46. 4-2. Iberia Airlines Builds a BATNA
47. 4-3. Sales Negotiations Abroad for MRI Systems
48. 4-4. National Office Machines—Motivating Japanese Salespeople: Straight Salary or Commission?
49. 4-5. AIDS, Condoms, and Carnival
50. 4-6. Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries
51. 4-7. The Obstacles to Introducing a New Product to a New Market
52. 4-8. Mary Kay in India
53. 4-9. Adidas Battles Allegations of Shirking Responsibility to Workers
A. Glossary
B. Photo Credits
C. Name Index
D. Subject Index
ii. Walkthrough
iii. About the Authors
iv. Preface
v. List of "Crossing Borders" Boxes
An Overview
1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of International Trade
The Cultural Environment of Global Markets
3. History and Geography: The Foundations of Culture
4. Cultural Dynamics in Assessing Global Markets
5. Culture, Management Style, and Business Systems
6. The Political Environment: A Critical Concern
7. The International Legal Environment: Playing By the Rules
Assessing Global Market Opportunities
8. Developing a Global Vision through Marketing Research
9. Economic Development and the Americas
10. Europe, Africa, and the Middle East
11. The Asia Pacific Region
Developing Global Marketing Strategies
12. Global Marketing Management: Planning and Organization
13. Products and Services for Consumers
14. Products and Services for Businesses
15. International Marketing Channels
16. Integrated Marketing Communications and International Advertising
17. Personal Selling and Sales Management
18. Pricing for International Markets
Implementing Global Marketing Strategies
19. Inventive Negotiations with International Customers, Partners, and Regulators
Supplementary Material
20. The Country Notebook: A Guide for Developing a Marketing Plan
1. Case: An Overview
21. Introduction
22. 1-1. Starbucks—Going Global Fast
23. 1-2. Nestlé: The Infant Formula Controversy
24. 1-3. Coke and Pepsi Learn to Compete in India
25. 1-4. Marketing Microwave Ovens to a New Market Segment
2. Case: The Cultural Environment of Global Marketing
26. Introduction
27. 2-1. The Not-So-Wonderful World of EuroDisney—Things Are Better Now at Disneyland Resort Paris
28. 2-2. Cultural Norms, Fair & Lovely, and Advertising
29. 2-3. Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe?
30. 2-4. Ethics and Airbus
31. 2-5. Coping with Corruption in Trading with Vietnam
32. 2-6. When International Buyers and Sellers Disagree
33. 2-7. McDonald’s and Obesity
34. 2-8. Ultrasound Machines, India, China, and a Skewed Sex Ratio
35. 2-9. Coping with Piracy in China
3. Case: Assessing Global Market Opportunities
36. Introduction
37. 3-1. International Marketing Research at the Mayo Clinic
38. 3-2. Swifter, Higher, Stronger, Dearer
39. 3-3. Marketing to the Bottom of the Pyramid
40. 3-4. Continued Growth for Zara and Inditex
41. 3-5. A Sea Launch Recovery?
42. 3-6. Club Med and the International Consumer
43. 3-7. Gillette: The 11-Cent Razor, India, and Reverse Innovation
4. Case: Developing Global Marketing Strategies
44. Introduction
45. 4-1. Tambrands—Overcoming Cultural Resistance
46. 4-2. Iberia Airlines Builds a BATNA
47. 4-3. Sales Negotiations Abroad for MRI Systems
48. 4-4. National Office Machines—Motivating Japanese Salespeople: Straight Salary or Commission?
49. 4-5. AIDS, Condoms, and Carnival
50. 4-6. Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries
51. 4-7. The Obstacles to Introducing a New Product to a New Market
52. 4-8. Mary Kay in India
53. 4-9. Adidas Battles Allegations of Shirking Responsibility to Workers
A. Glossary
B. Photo Credits
C. Name Index
D. Subject Index
Pioneers in the field Cateora Gilly and Graham continue to set the standard in this 17th edition of International Marketing with their well-rounded perspective of international markets that encompass history geography language and religion as well as economics which helps students see the cultural and environmental uniqueness of any nation or region. In addition to coverage of technology's impact on the international market arena the 17th edition of International Marketing features new topics that reflect recent changes in global markets updated teaching resources and new learning tools including McGraw-Hill's Connect with its adaptive SmartBook that lets instructors assign textbook readings and incentivize students' engagement with course content. Click "Features" below for more.