Table of Contents

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

About the Author

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.



John L. Graham Professor Emeritus ofInternational Business and Marketing at the Paul Merage School of Business,University of California, Irvine. At UCI he is the Director of the Center forGlobal Leadership and has served as Associate Dean, Director of the John &Marilyn Long US-China Institute for Business & Law, and Director of theCenter for Citizen Peacebuilding; Visiting Scholar, Georgetown UniversitySchool of Business; Visiting Professor at Madrid Business School in Spain; andAssociate Professor, University of Southern California. Before beginning hisdoctoral studies at UC Berkeley, he worked for a division of CaterpillarTractor Co. and served as an officer in the U.S. Navy ï¿UnderwaterDemolition/SEAL Teams. Professor Graham is the author of (with Lynda Lawrenceand William Hernandez Requejo), Inventive Negotiation: Getting Beyond Yes,Palgrave-Macmillan, 2014; (with William Hernandez ï¿Requejo) of GlobalNegotiation: The New Rules, Palgrave-Macmillan, 2008; (with N. Mark Lam) ofChina Now, Doing Business in the Worlds Most Dynamic Market,McGraw-Hill, 2007; (with Yoshihiro Sano and James Hodgson, former U.S.Ambassador to Japan) of Doing Business with the New Japan, Rowman &Littlefield, 4th edition, 2008; and editor (with Taylor Meloan) of Globaland International Marketing, Irwin, 2nd edition, 1997. He has publishedarticles in publications such as Harvard Business Review, Journal ofMarketing, Journal of International Business Studies, StrategicManagement Review, Journal of Consumer Research, Journal of InternationalMarketing, and Marketing Science. Excerpts of his work have beenread into the Congressional Record, and his research on businessnegotiation styles in 20 cultures was the subject of an article in the January1988 issue of Smithsonian. His 1994 paper in Management Sciencereceived a citation of excellence from the Lauder Institute at the WhartonSchool of Business. He was selected for the 2009 International Trade Educatorof the Year Award, given by the North American Small ï¿Business InternationalTrade Educators Association.