Cateora, P: International Marketing

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 The 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 Inventive Negotiations with International Customers, Partners, and Regulators

Part Six: Supplementary Material

THE COUNTRY NOTEBOOK-A Guide for Developing a Marketing Plan

Phillip R. CateoraProfessor Emeritus, The University of Colorado at Boulder. Received his Ph.D. from the University of Texas at Austin where he was elected to Beta Gamma Sigma. In his academic career at the University of Colorado he has served as Division Head of Marketing, Coordinator of International Business Programs, Associate Dean, and Interim Dean. His teaching has spanned a range of courses in marketing and international business, from fundamentals through the doctoral level. He received the University of Colorado Teaching Excellence Award and the Western Marketing Educators Associations Educator of the Year Award. Professor Cateora has conducted faculty workshops on internationalizing principles of marketing courses for the AACSB and participated in designing and offering similar faculty workshops under a grant by the Department of Education. In conjunction with these efforts, he co-authored Marketing: An International Perspective, a supplement to accompany principles of marketing texts. Professor Cateora has served as consultant to small export companies as well as multinational companies, served on the Rocky Mountain Export Council, and taught in management development programs. He is a Fellow of the Academy of International Business.