TY  - BOOK
AU  - Cateora, Philip R. 
TI  - International Marketing
T2  - Irwin series in marketing
SN  - 9780256105131
U1  - 658.848 
PY  - 1993///
CY  - Boston
PB  - Irwin
KW  - Export marketing
N1  - Includes index; 1. The scope and challenge of international marketing --
2. The dynamic environment of international trade --
3. History and geography : the foundations of culture --
4. Cultural dynamics in assessing global markets --
5. Culture, management style, and business systems --
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
ER  -