- Paperback: 854 pages
- Publisher: Irwin Professional Publishing; 7th Revised edition edition (1 Dec 1989)
- Language English
- ISBN-10: 0256079536
- ISBN-13: 978-0256079531
- Product Dimensions: 23.4 x 19 x 4.6 cm
- Average Customer Review: 3.3 out of 5 stars See all reviews (9 customer reviews)
- See Complete Table of Contents
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Product Description
Product Description
This text explores the environmental cultural approach to international marketing, and explains how the culture and environment of different countries affect marketing strategy.
--This text refers to an out of print or unavailable edition of this title.
From the Publisher
Co-author, John Graham. John is a professor of marketing and business at the graduate school of business at UC-Irvine. His primary research and professional interests are in the area of international business negotiations. He has completed studies of negotiating styles in many countries (US, Japan, Canada, Mexico, Taiwan, Peoples' Republic of China, South Korea, and most recently Vietnam). John's background is in high-tech, industrial, and services marketing. This background complements Philips' background in consumer marketing and services.
Book specific web site with an interactive version of The Country Notebook for students. Also includes updates to text material and an extensive list of links to international sites for student research.
New videos'a new video on negotiation developed by John Graham will help train students in this important area of international marketing.
Look for World Wide Web icons in the text margins. These refer readers to our new book-specific website with updates to chapter material so that students and professors can keep up with changes in the fast-paced field of international marketing.
Completely new design! In addition to a fresh new look for the book, two chapters (3: History and Geography and 15: Integrated Marketing Communications) will be in bold, four-color to illustrate concepts introduced in the text as never before.
Chapter 2 frames the environment of international marketing and introduces students to facets of the field such as technology and culture.
Chapter 19 on International Negotiation has been revised to serve as a culminating final chapter in which students will use their background on the international marketing environment and apply it to the nuances of negotiating. A new role-playing video developed by one of the text authors will reinforce this lesson for students.
The 11/E Website will include updates to material found in the book, student quizzing, links to help students do online research, and the Country Notebook Online with an interactive component so students can complete this popular marketing plan project online.
The authors increase their coverage of issues concerning technology and its impact on the international marketing environment throughout the text with New Internet Exercises, Internet footnotes and references.
The book will include an increase in coverage in technology with New Internet exercises, Internet coverage, and Internet footnotes and references.
Business Week Edition: With the purchase of a Business Week edition of an Irwin/McGraw-Hill textbook, students will receive a 15-week subscription to Business Week for only $8.25 more than the price of the book alone.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.
Presentation CD-ROM will contain the entire supplement package for use in classroom lectures. The CD is formatted with McGraw-Hill's easy to use presentation manager to help professors quickly customize lectures with elements from our supplement package. --This text refers to an out of print or unavailable edition of this title.
Book specific web site with an interactive version of The Country Notebook for students. Also includes updates to text material and an extensive list of links to international sites for student research.
New videos'a new video on negotiation developed by John Graham will help train students in this important area of international marketing.
Look for World Wide Web icons in the text margins. These refer readers to our new book-specific website with updates to chapter material so that students and professors can keep up with changes in the fast-paced field of international marketing.
Completely new design! In addition to a fresh new look for the book, two chapters (3: History and Geography and 15: Integrated Marketing Communications) will be in bold, four-color to illustrate concepts introduced in the text as never before.
Chapter 2 frames the environment of international marketing and introduces students to facets of the field such as technology and culture.
Chapter 19 on International Negotiation has been revised to serve as a culminating final chapter in which students will use their background on the international marketing environment and apply it to the nuances of negotiating. A new role-playing video developed by one of the text authors will reinforce this lesson for students.
The 11/E Website will include updates to material found in the book, student quizzing, links to help students do online research, and the Country Notebook Online with an interactive component so students can complete this popular marketing plan project online.
The authors increase their coverage of issues concerning technology and its impact on the international marketing environment throughout the text with New Internet Exercises, Internet footnotes and references.
The book will include an increase in coverage in technology with New Internet exercises, Internet coverage, and Internet footnotes and references.
Business Week Edition: With the purchase of a Business Week edition of an Irwin/McGraw-Hill textbook, students will receive a 15-week subscription to Business Week for only $8.25 more than the price of the book alone.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.
Presentation CD-ROM will contain the entire supplement package for use in classroom lectures. The CD is formatted with McGraw-Hill's easy to use presentation manager to help professors quickly customize lectures with elements from our supplement package. --This text refers to an out of print or unavailable edition of this title.
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Customer Reviews
Most Helpful Customer Reviews
5 of 5 people found the following review helpful
Format:Hardcover
This is a comprehensive college text on the subject of international marketing. It is excellent in that it covers all relevant subject areas in some depth. The text also offers guidelines for student development of a "country notebook" international marketing project. There are also quite a few provocative and relevant cases. The only negatives are that the writing is a bit over the heads of most undergraduates, and the country notebook lends itself toward development of a multidomestic plan rather than a global plan. I use the text to teach international marketing. I have found no other book on the subject that offers an acceptable combination of project, cases, and material to be learned in a single source.
1 of 1 people found the following review helpful
Format:Paperback
I was somewhat diappointed with the book. Although quite complete much of the information and cases dated back to 2001/2003, although some material was from 2007. Marketing has moved on a lot since then. I expected much more recent material from a 2010 edition.
On then plus side, McGrawHill were very helpful with access to additional teaching materials. It is very useful to be able to reproduce graphs or diagrams of good quality directly from their site (naturally, I quote the source...!)
On then plus side, McGrawHill were very helpful with access to additional teaching materials. It is very useful to be able to reproduce graphs or diagrams of good quality directly from their site (naturally, I quote the source...!)
1 of 1 people found the following review helpful
Format:Paperback
This book is very complete and analises all the aspects of international marketing. I would say that it is a must-have for marketing students who want to understand all the specificities and strategies of international marketing. Moreover, the book is actualised (2006) with recent events and examples like Apple, Mc Donald's to help us understand the basic facts.
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Most Recent Customer Reviews
International Marketing
Great price and awesome condition. I am really glad that I was to purchase this one. Nice business. All the best!
Published 2 months ago by Marco Naumov
Good book, but poorly made
I have nothing against the book. A good intro to international marketing. However, I do have a problem with the printers/publishers. Read more
Published 6 months ago by Lee
Fantastic book
I bought this book for my daughter studying marketing. After she finished her course I have started to read it too. I find this book very interseting.
Published 6 months ago by Marek Grinberg
International Marketing, Ghauri & Cateora
International Marketing, I am in complete disagreement with this system and the alleged seller of Amazon, by purchasing a book that I needed an urgent and even non receipt, I sent... Read more
Published on 28 Jun 2009 by Ms. Marisol A. Olea Meneses
Good condition
Arrived on time and in really good condition.The book is really an assest in studying international marketing
Published on 5 April 2009 by Caribbean Butterly
A decent book, but its coverage is traditional and US-biased
Newer editions don't seem to have capture current trends and perspectives well.
Published on 4 Mar 1999
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