International marketing/
Cateora, Philip R.
International marketing/ Philip R. Cateora, John L. Graham - 13th ed. - New York: McGraw Hill, 2007. - xxxii, 702 p. : ill. ; 29 cm.
Part I An Overview --
The Scope and Challenge of International Marketing --
The Dynamic Environment of International Trade --
Part II The Cultural Environment of Global Markets --
History and Geography: The Foundations of Culture --
Cultural Dynamics in Assessing Global Markets --
Culture, Management Style, and Business Systems --
The Political Environment: A Critical Concern --
The International Legal Environment: Playing by the Rules --
Part III Assessing Global Market Opportunities --
Developing a Global Vision through Market Research --
Emerging Markets --
Multinational Market Regions and Market Groups --
Part IV Developing Global Marketing Strategies --
Global Marketing Management: Planning and Organization --
Products and Services for Consumers --
Products and Consumers for Businesses I--
nternational Marketing Channels --
Exporting and Logistics: Special Issues for Business --
Integrated Marketing Communications and International Advertising --
Personal Selling and Sales Management --
Pricing for International Markets --
Part V Implementing Global Marketing Strategies --
Negotiating with International Customers, Partners, and Regulators --
Part VI Supplementary Material --
The Country Notebook --
Cases.
9780073080062
Export marketing
International business enterprises
658.8 / CAT/I
International marketing/ Philip R. Cateora, John L. Graham - 13th ed. - New York: McGraw Hill, 2007. - xxxii, 702 p. : ill. ; 29 cm.
Part I An Overview --
The Scope and Challenge of International Marketing --
The Dynamic Environment of International Trade --
Part II The Cultural Environment of Global Markets --
History and Geography: The Foundations of Culture --
Cultural Dynamics in Assessing Global Markets --
Culture, Management Style, and Business Systems --
The Political Environment: A Critical Concern --
The International Legal Environment: Playing by the Rules --
Part III Assessing Global Market Opportunities --
Developing a Global Vision through Market Research --
Emerging Markets --
Multinational Market Regions and Market Groups --
Part IV Developing Global Marketing Strategies --
Global Marketing Management: Planning and Organization --
Products and Services for Consumers --
Products and Consumers for Businesses I--
nternational Marketing Channels --
Exporting and Logistics: Special Issues for Business --
Integrated Marketing Communications and International Advertising --
Personal Selling and Sales Management --
Pricing for International Markets --
Part V Implementing Global Marketing Strategies --
Negotiating with International Customers, Partners, and Regulators --
Part VI Supplementary Material --
The Country Notebook --
Cases.
9780073080062
Export marketing
International business enterprises
658.8 / CAT/I