International Marketing Essay

23625 WordsMar 30, 201395 Pages
HERIOT-WATT UNIVERSITY International Marketing Philip R. Cateora John L. Graham Release IK-A2-engb 2/2005 (1016) First published in Great Britain in 1999 c Philip R. Cateora and John L. Graham 1999 The right of Philip R. Cateora and John L. Graham to be identified as Authors of this Work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. Release IK-A2-engb 2/2005 (1016) All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the Publishers. This book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of binding or cover other than that in which it is published, without the prior consent of the Publishers. Typesetting and SGML/XML source management by CAPDM Ltd. (www.capdm.com) Contents Acknowledgments Preface Introduction 9 11 19 PART ONE Module 1 The Scope and Challenge of International Marketing 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 The Internationalization of U.S. Business International Marketing Defined The International Marketing Task Environmental Adjustment Needed Self-Reference Criterion: An Obstacle Developing a Global Awareness Being International International Marketing Concepts Global Markets Orientation of International Marketing 1/1 1/5 1/7 1/9 1/15 1/16 1/19 1/20 1/24 1/27 1/29 2/1 2/4 2/12 2/15 2/22 2/30 2/31 2/34 2/36 C1/1 Module 2 The Dynamic Environment of International Trade 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 The Twentieth to the Twenty-first Century Balance of Payments Protectionism Easing Trade Restrictions The International Monetary Fund and World Bank Group Keiretsu: A Formidable Competitor? The Internet and Global Business Summary Part One Cases PART

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