International marketing
Cateora, Philip R.
International marketing - 11th Edition. - New York : Irwin McGraw-Hill, c2002. - xxv, 694 p. : illustrations ;
Including Index.
1. The scope and challenge of international marketing --
2. The dynamic environment of international trade --
3. History and geography: the foundations of cultural understanding --
4. Cultural dynamics in assessing global markets --
5. Business customs in global marketing --
6. The political environment: a critical concern --
7. The international legal environment: playing by the rules --
8. Developing a global vision through marketing research --
9. Emerging markets --
10. Multinational market regions and market groups --
11. Global marketing management: planning and organization --
12. Products and services for consumers --
13. Products and services for businesses --
14. International marketing channels --
15. Exporting and logistics: special issues for business --
16. Integrated marketing communications and international advertising --
17. Personal selling and sales management --
18. Pricing for international markets --
19. Negotiating with international customers, partners and regulators --
Cases.
This 11th edition of "International Marketing" has an increase in the coverage of technology's impact on the international market arena. It assesses the global markets and strategies for succeeding in the international arena.
0072398841 (hardback) 9780072398847 0071123121 9780071123129 0071233075 9780071233071
Export marketing.
International business enterprises.
658.848 / CAT
International marketing - 11th Edition. - New York : Irwin McGraw-Hill, c2002. - xxv, 694 p. : illustrations ;
Including Index.
1. The scope and challenge of international marketing --
2. The dynamic environment of international trade --
3. History and geography: the foundations of cultural understanding --
4. Cultural dynamics in assessing global markets --
5. Business customs in global marketing --
6. The political environment: a critical concern --
7. The international legal environment: playing by the rules --
8. Developing a global vision through marketing research --
9. Emerging markets --
10. Multinational market regions and market groups --
11. Global marketing management: planning and organization --
12. Products and services for consumers --
13. Products and services for businesses --
14. International marketing channels --
15. Exporting and logistics: special issues for business --
16. Integrated marketing communications and international advertising --
17. Personal selling and sales management --
18. Pricing for international markets --
19. Negotiating with international customers, partners and regulators --
Cases.
This 11th edition of "International Marketing" has an increase in the coverage of technology's impact on the international market arena. It assesses the global markets and strategies for succeeding in the international arena.
0072398841 (hardback) 9780072398847 0071123121 9780071123129 0071233075 9780071233071
Export marketing.
International business enterprises.
658.848 / CAT