International marketing

By: Cateora, Philip RContributor(s): Graham, John LMaterial type: TextTextPublication details: New York : Irwin McGraw-Hill, c2002Edition: 11th EditionDescription: xxv, 694 p. : illustrationsISBN: 0072398841 (hardback); 9780072398847; 0071123121 ; 9780071123129 ; 0071233075 ; 9780071233071Subject(s): Export marketing | International business enterprisesDDC classification: 658.848
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.848 CAT (Browse shelf(Opens below)) Available 008630
Total holds: 0

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.

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