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| Author |
Cateora, Philip R. | | Title |
International marketing / Philip R. Cateora, John L.Graham | | ISBN |
9780072833713(alk.paper) | | Imprint |
Boston : McGraw-Hill/Irwin, 2005 | | Call Number |
HF1416 C375I | | Edition |
12th ed. | | Physical |
xxxiii, 697 p. : col. ill., col. maps | | Note |
Contents: The scope and challenge of international marketing
-- Thedynamic environment of international trade
-- History andgeography: the foundations of culture
-- Cultural dynamicsin assessing global markets
-- Culture, management style,and business systems
-- The political environment:critical concern
-- The international legal environment:playing by the rules
-- Developing a global vision throughmarketing research
-- Emerging markets
-- Multinationalmarket regions and market groups
-- Global marketingmanagement: planning and organization -- Products andservices for consumers -- Products and services forbusinesses -- International marketing channels --Exporting and logistics: special issues for business --Integrated marketing communications and internationaladvertising -- Personal selling and sales management --Pricing for international markets -- Negotiating withinternational customers, partners, and regulators | | Subject |
Export marketing | | Subject |
International business enterprises | | Coorperative Author |
Graham, John L. |
|
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