International Marketing
by Philip Cateora and John L. Graham
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McGraw-Hill/Irwin, 13th edition 2007, ISBN 0073080063
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Global negotiation is the fundamental activity of international commerce. Philip Cateora’s and John Graham’s International Marketing provides an important context for the topic of global negotiation. International Marketing (13th edition, McGraw-Hill, 2007) is the most widely read textbook on the topic in the world with half of the U.S. market share and translations in at least eight foreign languages. Beyond it’s chapter on global negotiation, other topics include legal, political, and economic issues and chapters on marketing strategy,pricing, advertising, distribution, sales management, and product/services development for global markets.
Cateora and Graham’s International Marketing is far and away the best selling text in the field, with a pioneering approach to making the material accessible and relevant that has become the standard by which other books are judged. Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, Cateora helps students to see the cultural and environmental uniqueness of any nation or region. The 13th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.
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