Cateora P., Money B., Gilly M. & Graham J. International Marketing, 19th edition

McGraw-Hill, 2024. — 1547 p.Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 18th 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. International marketing is hard work. Making sales calls is no vacation, even in Paris, especially when you’ve been there 10 times before. But international marketing is important work. It can enrich you, your family, your company, and your country. And ultimately, when international marketing is done well, by large companies or small, the needs and wants of customers in other lands are well understood, and prosperity and peace are promoted along the way. Today most business activities are global in scope. Technology, research, capital investment, and production, as well as marketing, distribution, and communications networks, all have global dimensions. Every business must be prepared to compete in an increasingly interdependent global economic and physical environment, and all businesspeople must be aware of the effects of these trends when managing either a domestic company that exports or a multinational conglomerate. As one international expert noted, every American company is international, at least to the extent that its business performance is conditioned in part by events that occur abroad. Even companies that do not operate in the international arena are affected to some degree by the success of the European Union, the export-led growth in South Korea, the revitalized Mexican economy, the economic changes taking place in China, military conflicts in the Middle East, and climate change. The challenge of international marketing is to develop strategic plans that are competitive in these intensifying global markets. For a growing number of companies, being international is no longer a luxury but a necessity for economic survival. These and other issues affecting the world economy, trade, markets, and competition are discussed throughout this text.Brief ContentsPart One
An Overview
The Scope and Challenge of International Marketing
The Dynamic Environment of International TradePart Two
The Cultural Environment of Global Markets
History and Geography: The Foundations of Culture
Cultural Dynamics in Assessing Global Markets
Culture, Management Style, and Business Systems
The Political Environment: A Critical Concern
The International Legal Environment: Playing By the RulesPart Three
Assessing Global Market Opportunities
Developing a Global Vision through Marketing Research
Economic Development and the Americas
Europe, Africa, and the Middle East
The Asia Pacific RegionPart Four
Developing Global Marketing Strategies
Global Marketing Management: Planning and Organization
Products and Services for Consumers
Products and Services for Businesses
International Marketing Channels
Integrated Marketing Communications and International Advertising
Personal Selling and Sales Management
Pricing for International Markets
Part Five
Implementing Global Marketing Strategies
Inventive Negotiations with International Customers, Partners, and
RegulatorsPart Six
Supplementary Material
The Country Notebook—A Guide for Developing a Marketing Plan
Cases
Cases can be found in SmartBook or the Instructor Resources within Connect
An Overview
Starbucks—Going Global Fast
Nestlé: The Infant Formula Controversy
Coke and Pepsi Learn to Compete in India
Marketing Microwave Ovens to a New Market Segment
A Social Entrepreneur Explores Alternative Business Models during
the COVID-19 Pandemic
Living in a Box... The Way of the Future?The Cultural Environment of Global Marketing
The Not-So-Wonderful World of EuroDisney—to Paris, Hong Kong,
Shanghai, and Beyond
Cultural Norms, Fair & Lovely, and Advertising
Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe?
When International Buyers and Sellers Disagree
McDonald’s and Obesity
Ultrasound Machines, India, China, and a Skewed Sex Ratio
Counterfeit Mobile Phones in Southeast Asia
Careem: MENA Ride-Hailing Leader Strategizes Future Growth as
an Uber SubsidiaryAssessing Global Market Opportunities
International Marketing Research at the Mayo Clinic
Swifter, Higher, Stronger, Dearer
Marketing to the Bottom of the Pyramid
Continued Growth for Zara and Inditex
Club Med and the International Consumer
Gillette: The 11-Cent Razor, India, and Reverse Innovation
Amazon in Emerging Markets
Developing Global Marketing Strategies
Tambrands—Overcoming Cultural Resistance
Futuram’s Risk Management Strategy
Sales Negotiations Abroad for MRI Systems
National Office Machines—Motivating Japanese Salespeople:
Straight Salary or Commission?
AIDS, Condoms, and Carnival
Making Socially Responsible and Ethical Marketing Decisions:
Selling Tobacco to Third World Countries
The Obstacles to Introducing a New Product into a New Market
Mary Kay in India
Noland Stores Cleans Up Its ActGlossary
Name Index
Subject Index