Product Description

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 14th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

Product Details

• Amazon Sales Rank: #38137 in Books
• Published on: 2008-11-04
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 744 pages

About the Author
Professor Pervez Ghauri teaches Marketing at UMIST.

Customer Reviews

Big, Bulky and Full of Info, But a Very Hard Read.
I recently used this Text to teach 3 MBA-level marketing courses. The text was selected by the department, but I would not recommend it. While it is fairly comprehensive, it lacks a good real-world feel and students found it tedious. There were a number of very good cases and examples, but somehow they did not connect well with the stodgy writing of the text. It feels like it could have been 1/2 the size and better written. That said, there are a limited number of texts available for this level of coursework. The next time I teach this class, I will look for a better text. You better really really enjoy reading and international marketing if you buy this book for non-academic uses. If you are a professor, be sure to get an advance copy before you select it. That said, you may be able to make this text work, if you have some strong backing materials. However, if you are a student, have a Red Bull handy--this one is a hard read.

Hope this helps!
Chris X. Moloney

a good coverage, but...
I used his book as an MBA student 15 or so years ago. Now as an adjunct professor, I am using this newest edition in my undergraduate classes. Although my observation may be biased, the book is a bit too encyclopedic, a bit superficial in coverage, and fails to excite the students. I wish it were more up-to-date.

A decent book, but its coverage is traditional and US-biased
Newer editions don't seem to have capture current trends and perspectives well.