International marketing / Philip R. Cateora.

Includes bibliographical references (p. 846-852) and indexes.

International Marketing has been the leading international marketing text since its introduction more than two decades ago. The text is designed to stimulate the reader's curiosity about management practices of companies seeking market opportunities outside the home country - to raise the reader's consciousness about the importance of viewing international marketing management strategies from a global perspective. This seventh edition of International Marketing continues at the forefront of change by reflecting the current pervasiness of world competition that has resulted in changing businesses' orientation from international marketing to a more encompassing global marketing. It has been revised to keep pace with the changes business face between now and the 21st century. This book addresses global issues that confront today's international markets and presents concepts relevant to all international marketers. The text emphasizes the strategic implications of marketing in different country cultures. The text is divided into four parts. Part I introduces the environmental/cultural approach to international marketing and three international marketing management concepts - the Domestic Market Extension, the Multidomestic Market, and the Global Market. Part 2 present the cultural environment of international marketing. Part 3 has nine chapters on international marketing management. Part 4 addresses the financial requirements of international marketing. The text portion of the book provides a thorough coverage of the subject with specific emphasis on the planning and strategic problems confronting companies that market across cultural boundaries. A selection of both short and long cases comprises Part 5.