International marketing

Topics: Marketing Pages: 119 (23195 words) Published: August 3, 2015
HERIOT-WATT UNIVERSITY

International
Marketing
Philip R. Cateora
John L. Graham

Release IK-A2-engb 2/2005 (1016)

First published in Great Britain in 1999
c Philip R. Cateora and John L. Graham 1999
The right of Philip R. Cateora and John L. Graham to be identified as Authors of this Work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
Release IK-A2-engb 2/2005 (1016)
All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the Publishers. This book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of binding or cover other than that in which it is published, without the prior consent of the Publishers.

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Contents
9
11
19

Acknowledgments
Preface
Introduction

PART ONE
Module 1

The Scope and Challenge of International Marketing
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
1.9
1.10

Module 2

The Internationalization of U.S. Business
International Marketing Defined
The International Marketing Task
Environmental Adjustment Needed
Self-Reference Criterion: An Obstacle
Developing a Global Awareness
Being International
International Marketing Concepts
Global Markets
Orientation of International Marketing

The Dynamic Environment of International Trade
2.1
2.2
2.3
2.4
2.5
2.6
2.7
2.8

The Twentieth to the Twenty-first Century
Balance of Payments
Protectionism
Easing Trade Restrictions
The International Monetary Fund and World Bank Group
Keiretsu: A Formidable Competitor?
The Internet and Global Business
Summary

1/1
1/5
1/7
1/9
1/15
1/16
1/19
1/20
1/24
1/27
1/29
2/1
2/4
2/12
2/15
2/22
2/30
2/31
2/34
2/36

Part One Cases

C1/1

Geography and History: The Foundations of Cultural Understanding

3/1
3/3
3/7
3/20
3/22
3/28

PART TWO
Module 3

3.1
3.2
3.3
3.4
3.5

Module 4

Geography and Global Markets
Geography, Nature, and Economic Growth
World Trade Routes
Historical Perspective in Global Business
Summary

Cultural Dynamics in Assessing Global Markets
4.1
4.2
4.3
4.4
4.5

International Marketing

Culture and Its Elements
Cultural Knowledge
Cultural Values
Cultural Change
Planned and Unplanned Cultural Change

Edinburgh Business School

4/1
4/4
4/14
4/16
4/19
4/27

3

Contents

4.6
4.7

Module 5

5/1
5/4
5/9
5/22
5/29

Required Adaptation
Methods of Doing Business
Business Ethics
Summary

The Political Environment: A Critical Concern
6.1
6.2
6.3
6.4
6.5
6.6
6.7

Module 7

4/29
4/30

Business Customs in Global Marketing
5.1
5.2
5.3
5.4

Module 6

Consequences of an Innovation
Summary

6/1
6/3
6/4
6/8
6/13
6/16
6/20
6/22

The Sovereignty of Nations
Stability of Government Policies
Political Risks of Global Business
Assessing Political Vulnerability
Reducing Political Vulnerability
Government Encouragement of Global Business
Summary

The International Legal Environment: Playing by the Rules
7.1
7.2
7.3
7.4
7.5
7.6
7.7

Bases for Legal Systems
Jurisdiction in International Legal Disputes
International Dispute Resolution
Protection of Intellectual Property Rights: A Special Problem Commercial Law within Countries
U.S. Laws Apply in Host Countries
Summary

7/1
7/4
7/10
7/11
7/14
7/20
7/23
7/28

Part Two Cases

C2/1

Developing a Global Vision through Marketing Research

8/1
8/4
8/5
8/6
8/8
8/11
8/15
8/22
8/23
8/24
8/25
8/26
8/29
8/29
8/30

PART THREE
Module 8

8.1
8.2
8.3
8.4
8.5
8.6
8.7
8.8
8.9
8.10
8.11
8.12
8.13
8.14

4

Breadth and Scope of International Marketing Research
The Research Process
Defining the Problem and Establishing...
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