Cateora, Philip R. creator author. Money, R. Bruce (Richard Bruce) author. Gilly, Mary C. author. Graham, John L. author. text iau 2023 Nineteenth Edition. monographic eng

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xxvi, 710 pages : color illustrations ; 28 cm. "In this edition, The Landscape At the start of the last millennium, the Chinese were the preeminent international traders. Although a truly global trading system would not evolve until some 500 years later, Chinese silk had been available in Europe since Roman times. At the start of the last century, the British military, merchants, and manufacturers dominated the seas and international commerce. Literally, the sun did not set on the British Empire. At the start of this century, the United States had surged past a faltering Japan to retake the lead in global commerce. The American domination of information technology has since been followed by the political upheaval of 9/11 and the economic shocks of 2001 and 2008. China started the 21st century as the largest military threat to the United States, and within a decade it had become a leading, though often difficult, trading partner. Now, as the 2020s are upon us, China's international influence grows while the United States cedes some global leadership under a nationalistic American president. Most would agree that Russia threatens global peace more than the rest"-- Part One. An overview -- The scope and challenge of international marketing -- The dynamic environment of international trade -- Part Two. The cultural environment of global markets -- History and geography: the foundations of culture -- Cultural dynamics in assessing global markets -- Culture, management style, and business systems -- The political environment: a critical concern -- The international legal environment: playing by the rules -- Part Three. Assessing global market opportunities -- Developing a global vision through marketing research -- Economic development and the Americas -- Europe, Africa, and the Middle East -- The Asia pacific region -- Part Four. Developing global marketing strategies -- Global marketing management: planning and organization -- Products and services for consumers -- Products and services for businesses -- International marketing channels -- Integrated marketing communications and international advertising -- Personal selling and sales management -- Pricing for international markets -- Part Five. Implementing global marketing strategies -- Inventive negotiations with international customers, partners, and regulators -- Part Six. Supplementary material. Ages 18+ McGraw Hill LLC Grades 10-12 McGraw Hill LLC juvenile Philip R. Cateora, and [and 3 others]. "Previous editions © 2020, 2016, 2013, and 2011"--T.p. verso. Includes indexes. Export marketing International business enterprises HF1416 .C375 2023 658.84 C282i Cateora, Philip R. Dubuque : McGraw Hill LLC, 2023 Nineteenth Edition. (DLC) 2022034582 9781266151637 2022034581 DLC 220819 20260721144152.0 22757961 eng