TY  - BOOK
AU  - Cateora, Philip R.
AU  - Graham, John L.
TI  - International marketing
SN  - 9780073080062
U1  - 658.8 
PY  - 2007///
CY  - New York
PB  - McGraw Hill
KW  - Export marketing
KW  - International business enterprises
N1  - 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
ER  -