International Marketing 14th Edition

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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 14th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools. Salient Features New and Updated Crossing Borders boxes: These boxes are extremely popular. They reflect contemporaryissues in international marketing and can be used to illustrate real-lift situations as a basis for class discussion. They are selected to be unique, humorous and very interesting to the student. Expanded information about the Internet and cell phones and their expanded role in international marketing. On all occasions where information is from an Internet source, the Web address is given. Additional and updated coverage of the World Trade Organization, Asia-Pacific Economic Cooperation and Free-Trade agreements One new case: 2-8 Ultrasound Machines, India, China, and a Skewed Sex Ration Green marketing is covered in Chapter 13 and green marketing legislation is included in Chapter 7. Coverage of Ethics and Social Responsibility: expanded coverage of these topics is presented in a way that shows the challenges facing the international manager. Specifically, it explains how to balance profits against the social and ethical consequence of his or her decision. Global Perspectives: Each chapter is introduced by a Global Perspective. These are real-life examples of global company experiences that are discussed in the chapter. End of Chapter Questions: Each chapter ends with end of chapter questions. There are a variety of questions: discussion, define terms and internet exercises that force students to do research on the Internet to find the answer. The County Notebook A Guide to Developing a Marketing Plan: This is found in Part 6, Supplementary Material 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. 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 14th edition encompasses the latest quantitative and qualitative multicultural research. 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.