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International Marketing – The 13th edition of Philip Cateora and John Graham’s widely used textbook on global marketing, published by McGraw-Hill/Irwin in 2007 as a McGraw-Hill International Edition paperback. Covers culture, trade, global marketing strategy, pricing, channels and international negotiation, with colour illustrations and maps. A very good copy with a previous owner’s name in ink.
1 in stock
International Marketing, 13th edition, by Philip R. Cateora (Fellow, Academy of International Business, University of Colorado) and John L. Graham (University of California, Irvine), was published by McGraw-Hill/Irwin in 2007. This copy is the McGraw-Hill International Edition paperback.
Running to some 700 pages with colour illustrations and maps, the book covers the scope and challenge of international marketing, the dynamic environment of international trade, the cultural, political and legal environments, global marketing management and planning, international marketing channels, integrated marketing communications and international advertising, pricing for international markets, and negotiating with international customers, partners and regulators. It closes with the Country Notebook guide and a selection of cases.
Cateora and Graham’s International Marketing has long been regarded as one of the leading textbooks in the field, known for setting marketing within the history, geography, language, religion and economics of each region.
A sound, affordable reference for business and marketing students, small-business owners looking to export, and anyone wanting a thorough grounding in global marketing principles.
Condition – Very Good
A very good copy of this large-format paperback. The covers are clean and bright with light handling wear to the edges. The spine is sound and the binding tight. A previous owner’s name is written in ink at the head of the title page. The text is otherwise clean.
