ISE International Marketing

Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 19th 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. The dynamic nature of the international marketplace is reflected in the number of substantially improved and expanded topics in this 19th, including the following over 300 new academic articles and their findings. All data, text, photos and images have been updated for currency, as has the corresponding content within McGraw-Hill Education's Connect with adaptive SmartBook.

Additional updates include:

1.Nne Cases: New cases accompany the 19e, enlivening the material in the book and class discussions while broadening a student’s critical thinking skills. These cases bring forth many of the topics discussed in the chapters and demonstrate how these concepts are dealt with in the real world. These cases can be assigned in Connect and SmartBook. Optionally, a case booklet can be create using McGraw-Hill CREATE.

2.Crossing Borders Boxes: These invaluable boxes offer anecdotal company examples. These entertaining examples are designed to encourage critical thinking and guide students through topics ranging from ethical to cultural to global issues facing marketers today.

3.4-Color Design: New color maps and exhibits allow for improved pedagogy and a clearer presentation of international symbols and cultural meanings in marketing and advertising. In addition, photos that depend on full color for maximum impact easily bring many global examples to life.

作者：Philip R. Cateora

現職：University of Colorado

作者：R. Bruce Money

現職：Brigham Young University

作者：Mary C. Gilly

現職：University of California, Irvine

作者：John L. Graham

現職：University of California, Irvine

PART I: AN OVERVIEW

Ch 1 The Scope and Challenge of International Marketing

Ch 2 The Dynamic Environment of International Trade

PART II: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS

Ch 3 History and Geography: The Foundations of Culture

Ch 4 Cultural Dynamics in Assessing Global Markets

Ch 5 Culture, Management Style, and Business Systems

Ch 6 The Political Environment: A Critical Concern

Ch 7 The International Legal Environment: Playing By the Rules

PART III: ASSESSING GLOBAL MARKET OPPORTUNITIES

Ch 8 Developing a Global Vision through Marketing Research

Ch 9 Economic Development and the Americas

Ch10 Europe, Africa, and the Middle East

Ch11 The Asia Pacific Region

PART IV: DEVELOPING GLOBAL MARKETING STRATEGIES

Ch12 Global Marketing Management: Planning and Organization

Ch13 Products and Services for Consumers

Ch14 Products and Services for Businesses

Ch15 International Marketing Channels

Ch16 Integrated Marketing Communications and International Advertising

Ch17 Personal Selling and Sales Management

Ch18 Pricing for International Markets

PART V: IMPLEMENTING GLOBAL MARKETING STRATEGIES

Ch19 Inventive Negotiations with International Customers, Partners, and Regulators

PART VI: SUPPLEMENTARY MATERIAL

The Country Notebook—A Guide for Developing a Marketing Plan