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 15th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

Part One: An Overview

1 The Scope and Challenge of International Marketing

2 The Dynamic Environment of International Trade

Part Two: 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

Part Three: 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 Asia Pacific Region

Part Four: 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

Part Five: Implementing Global Marketing Strategies

19 Negotiating with International Customers, Partners, and Regulators

Part Six: Supplementary Material