International Marketing

by Philip R. Cateora, John L. Graham, Mary C. Gilly

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 15th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

Genres: School, Nonfiction, Business, Textbooks

656 pages, Hardcover

First published January 1, 1975

Reviews

[Maria · Rating 5 out of 5]

As a part of my MBA, I studied "International Marketing' by Cateora in my International Marketing class. For almost two months, it was my companion. I really got to know new and actually rich information. It is one of the most books that have a lot of examples that help any reader to get ideas. Also, it is a very smooth and enjoyable read especially if you are into Marketing.
Will try to read the whole book later.

[Phoenix2 · Rating 3 out of 5]

A good book about international marketing, which was easy to read and dealed with the hottest issues in marketing.

[Grant Cousineau · Rating 5 out of 5]

(Not that it matters much, but my review is based on the 18th edition, published in 2020, just before the pandemic and Ukrainian-Russian War. This version's optimism about the international community working cooperatively with Russia, and the predictions of continued global economic growth, did now seem as awkward as you might expect.)

And to begin with expectations, I think this book, and the class I took along with it, really reshaped my definition of "marketing." The common perception is that it's advertising, sales, and promotion. A business student might go one step further and add that it includes pricing decisions and strategies about which markets a company will sell in (though at larger corporations, these functions often live in areas vaguely connected to their dedicated marketing departments.) But while this book covered those areas, it read almost like a history book. It talks about free trade agreements, tariffs and boycotts, the World Trade Organization, political and legal environments, cultural expectations, and research tactics, and it even dedicates full chapters to geographic regions like the Americas, the Asia-Pacific Region, and more. All this is covered before the book gets into marketing strategies, which was unexpected but fascinating. In essence, the book is designed to give you everything you need to think about before you even begin to think about international marketing.

It's a long book with a lot of text and examples. My course covered all but two chapters of it in just seven weeks, which is a rapid pace to absorb such a dense textbook. As any student knows, it becomes a process of reading something just closely enough to pass the next exam, and then having to subconsciously dump most of that newfound knowledge to make room for the next section. That said, I did enjoy it. A lot of MBA textbooks only cover the basics, or repeat the same concepts discussed in other courses. (I must have studied SWOT analysis in four different courses.) But most of this book/class covered new territory, which was a refreshing surprise. I only wish I'd had more time to savor it rather than speed-read.

[Bindu Babu · Rating 4 out of 5]

I referred to this book when I was teaching International Marketing to MBA students. I really loved this book. It has very interesting examples and makes it easy to understand the challenges of International marketing. I used this is 2011, the edition I used was appropriate at that time. I have not seen the latest editions yet.

[Marcus Goncalves · Rating 4 out of 5]

I’m considering using this text in my graduate courses. It has several great references! If you are interested about this subject, I really recommend it. This is the 15th edition, though. There is a newer version, 18th.

[Hidayatullah Ibrahim · Rating 4 out of 5]

Nice book for entrepeneur and all marketers

[Amir Jabbari · Rating 4 out of 5]

Reading this book filled my head with lots of conspiracy theories. International marketing has a profound effect on the world's history

[Dee · Rating 3 out of 5]

Required reading: so I only read portions of the book.

[Mauricio Fernandez Bravo · Rating 3 out of 5]

Es un buen libro para dar un contexto internacional, da una pantallazo comercial mundial, tiene muchos ejemplos empresariales y son muy interesantes. Sin embargo, en la parte conceptual es pobre a comparación de otros libros. En lugar de encontrar métodos y principios, uno encuentra ejemplos. Muy buenos pero que exasperan al no ser puntuales.

[Paul Bard · Rating 3 out of 5]

Basically, this book details how to do due diligence on a product sold overseas so that it sells.

The suggested way to do this is to write a plan.

Cons: written in sometimes absurdly formal English, this book is unlikely to win much love with second language readers. It's poorly written, frankly!

Pros: we get a sophisticated overview with enormous detail on all aspects of the subject of international market.

The tone is for people who are in a multinational and plan for importing. As such, this isn't the case for most readers.

[Olivia]

Actually not bad. Very well edited.

[Yerlan]

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[Cantrelle Peppin · Rating 4 out of 5]

Decent as far as textbooks go.

[Onuoha Eby · Rating 5 out of 5]

international-marketing-blunders

[Alex]

k;gj

[Jasmina · Rating 3 out of 5]

Very educational, there's no doubt about that, but there's too much of irrelevant chit-chat and pages upon pages with long examples. It's a tad bit too much.