International Marketing ISE

Philip R. Cateora is Professor Emeritus, The University of Colorado at Boulder. He received his Ph.D. from the University of Texas at Austin where he was elected to Beta Gamma Sigma. In his academic career at the University of Colorado he has served as Division Head of Marketing, Coordinator of International Business Programs, Associate Dean, and Interim Dean. His teaching has spanned a range of courses in marketing and international business, from fundamentals through the doctoral level. He received the University of Colorado Teaching Excellence Award and the Western Marketing Educator’s Association’s Educator of the Year Award. Professor Cateora has conducted faculty workshops on internationalizing principles of marketing courses for the AACSB and participated in designing and offering similar faculty workshops under a grant by the Department of Education. In conjunction with these efforts, he co-authored Marketing: An International Perspective, a supplement to accompany principles of marketing texts. Professor Cateora has served as consultant to small export companies as well as multinational companies, served on the Rocky Mountain Export Council, and taught in management development programs. He is a Fellow of the Academy of International Business. R. Bruce Money is Fred Meyer Professor of International Business and Marketing; Executive Director of the Whitmore Global Business Center, Marriott School, Brigham Young University. Professor Money has been teaching and researching international marketing for more than 30 years. He holds a B.A. from BYU, an M.B.A. from the Harvard Business School, and a Ph.D. in marketing from the University of California, Irvine. Prior to joining BYU, he served nine years on the faculty of the University of South Carolina, perennially ranked as one of the top international business programs in the country. His international marketing research has been published in leading academic outlets such as Journal of Marketing Research, Journal of Marketing, Journal of International Business Studies, Harvard Negotiation Journal, and Harvard Business Review (in abstract). He has won seven teaching awards at the undergraduate, MBA, and executive MBA program levels. Prior to his academic career, Dr. Money gained 10 years of professional and nonprofit experience, mostly in the international marketing of financial services. Proficient in Japanese, his most recent business position was vice president in the Los Angeles office of The Sakura Bank, Ltd. (now Sumitomo Mitsui), one of the world’s largest banks. There, he directed the bank’s marketing strategy for Fortune 100 prospects for the western United States (11 states). Dr. Money also served as partner in a consultancy to William E. Simon, former U.S. Secretary of the Treasury, for whom he initiated a Japanese joint venture program. He also directed $1 billion in Japanese debt and equity relationships for the Koll Company (now CBRE), the West Coast’s largest real estate developer at that time. Dr. Money has taught in dozens of executive education programs for clients such as Adobe, Nissan’s Tokyo headquarters, Bosch Corporation, Bayer, CSX, Norsk Hydro, and Prysmian Group/Pirelli Cables. He also has been a visiting professor of international marketing at business schools in Austria and Greece. Mary C. Gilly is Professor Emerita of Marketing and Associate Dean for Research PhD Program at the Paul Merage School of Business, University of California, Irvine. She received her B.A. from Trinity University in San Antonio, Texas; her M.B.A. from Southern Methodist University in Dallas, Texas; and her Ph.D. from the University of Houston. At UCI, Dr. Gilly has served as Senior Associate Dean, Associate Dean, Director of the Ph.D. Program, Faculty Chair in the School of Business, Associate Dean of Graduate Studies, and Chair of the Academic Senate for the campus. She was elected Chair of the UC Academic Council and served at the UC Office of the President from 2013 through 2015. She has been on the faculties of Texas A&M University and Southern Methodist University and has been a visiting professor at the Madrid Business School and Georgetown University.Professor Gilly has been a member of the American Marketing Association since 1975 and has served that organization in a number of capacities, including Marketing Education Council, President, Co-Chair of the 1991 AMA Summer Educators’ Conference, and member and chair of the AMA–Irwin Distinguished Marketing Educator Award Committee. She has served as Academic Director for the Association for Consumer Research. Professor Gilly has published her research on international, cross-cultural, and consumer behavior topics in Journal of Marketing, Journal of Consumer Research, Journal of Retailing, California Management Review, and other venues. In 2011, she received the Williams-Qualls-Spraten Multicultural Mentoring Award of Excellence. In 2018, she was inducted into the PhD Project Hall of Fame and is a 2019 Fellow of the American Marketing Association. John L. Graham is Professor Emeritus of International Business and Marketing at the Paul Merage School of Business, University of California, Irvine. At UCI he has served as the Director of the Center for Global Leadership & Sustainability, Associate Dean, Director of the Long US-China Institute, and Director of the Center for Citizen Peacebuilding. He was a Visiting Scholar, Georgetown University School of Business, Visiting Professor at Madrid Business School in Spain, and Associate Professor, University of Southern California. Before beginning his doctoral studies at UC Berkeley, he forecasted demand in global energy markets for a division of Caterpillar Tractor Co. and served as an officer in the U.S. Navy Underwater Demolition/SEAL Teams. John is the author of Spiced: The Global Marketing of Psychoactive Substances, CreateSpace 2016; (with Lynda Lawrence and William Hernandez Requejo), and How to Build Relationships through INVENTIVE NEGOTIATIONS, Palgrave-Macmillan, 2014 and 2nd edition Amazon.com Services LLC, 2020; (with William Hernandez Requejo) of Global Negotiation: The New Rules, Palgrave-Macmillan, 2008; (with N. Mark Lam) of China Now, Doing Business in the World’s Most Dynamic Market, McGraw-Hill, 2007; (with Yoshihiro Sano and James Hodgson, former U.S. Ambassador to Japan) of Doing Business with the New Japan, Rowman & Littlefield, 4th edition, 2008; and editor (with Taylor Meloan) of Global and International Marketing, Irwin, 2nd edition, 1997. He has published articles in publications such as Harvard Business Review, Journal of Marketing, Journal of International Business Studies, Strategic Management Journal, Journal of Consumer Research, Journal of International Marketing, Marketing Science, and the Harvard Negotiation Journal. Excerpts of his work have been read into the Congressional Record, and his research on business negotiation styles in 22 cultures was the subject of article in the January 1988 issue of Smithsonian. His 1994 paper in Management Science received a citation of excellence from the Lauder Institute at the Wharton School of Business. He was selected for the 2009 International Trade Educator of the Year Award, given by the North American Small Business International Trade Educators’ Association.

• PART ONE: AN OVERVIEW Chapter 1: The Scope and Challenge of International Marketing Chapter 2: The Dynamic Environment of International TradePART TWO: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS Chapter 3: History and Geography: The Foundations of Culture Chapter 4: Cultural Dynamics in Assessing Global MarketsChapter 5: Culture, Management Style, and Business Systems Chapter 6: The Political Environment: A Critical Concern Chapter 7: The International Legal Environment: Playing By the RulesPART THREE: ASSESSING GLOBAL MARKET OPPORTUNITIES Chapter 8: Developing a Global Vision through Marketing ResearchChapter 9: Economic Development and the Americas Chapter 10: Europe, Africa, and the Middle East Chapter 11: The Asia Pacific RegionPART FOUR: DEVELOPING GLOBAL MARKETING STRATEGIES Chapter 12: Global Marketing Management: Planning and Organization Chapter 13: Products and Services for ConsumersChapter 14: Products and Services for Businesses Chapter 15: International Marketing Channels Chapter 16: Integrated Marketing Communications and International Advertising Chapter 17: Personal Selling and Sales Management Chapter 18: Pricing for International MarketsPART FIVE: IMPLEMENTING GLOBAL MARKETING STRATEGIES Chapter 19: Inventive Negotiations with International Customers, Partners, and Regulators PART SIX: SUPPLEMENTARY MATERIAL The Country Notebook—A Guide for Developing a Marketing Plan CASES (Cases can be found in SmartBook or the Instructor Resources within Connect) An Overview 1-1 Starbucks—Going Global Fast 11-2 Nestlé: The Infant Formula Controversy 1-3 Coke and Pepsi Learn to Compete in India 1-4 Marketing Microwave Ovens to a New Market Segment1-5 Living in a Box . . . The Way of the Future? The Cultural Environment of Global Marketing 2-1 The Not-So-Wonderful World of EuroDisney—to Paris, Hong Kong, Shanghai, and Beyond 2-2 Cultural Norms, Fair & Lovely, and Advertising 2-3 Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe? 2-4 Ethics and Airbus 2-5 Coping with Corruption 2-6 When International Buyers and Sellers Disagree 2-7 McDonald’s and Obesity2-8 Ultrasound Machines, India, China, and a Skewed Sex Ratio 2-9 Counterfeit Mobile Phones in Southeast Asia   Assessing Global Market Opportunities 3-1 International Marketing Research at the Mayo Clinic 3-2 Swifter, Higher, Stronger, Dearer3-3 Marketing to the Bottom of the Pyramid 3-4 Continued Growth for Zara and Inditex 3-5 Club Med and the International Consumer 3-6 Gillette: The 11-Cent Razor, India, and Reverse Innovation 3-7 Amazon in Emerging Markets Developing Global Marketing Strategies 4-1 Tambrands—Overcoming Cultural Resistance 4-2 Futuram’s Risk Management Strategy 4-3 Sales Negotiations Abroad for MRI Systems 4-4 National Office Machines—Motivating Japanese Salespeople: Straight Salary or Commission?4-5 AIDS, Condoms, and Carnival 4-6 Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries 4-7 The Obstacles to Introducing a New Product into a New Market 4-8 Mary Kay in India 4-9 Noland Stores Cleans Up Its Act