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International marketing. / Philip R. Cateora ...[et al]. - 18th ed. - New York : McGraw-Hill, 2020. - xxxii, 682 p. : ill. (col.) ;

Includes bibliographical references and indexes.

Contents: Part One. An Overview --
1. The Scope and Challenge of International Marketing --
2. The Dynamic Environment of International Trade --

Part Two. The Cultural Environment of Global Markets --
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 --

Part Three. Assessing Global Market Opportunities --
8. Developing a Global Vision through Marketing Research --
9. Economic development and the Americas --
9. Europe, Africa, and the Middle East ---
10. Multinational Market Regions and Market Groups --

Part Four. Developing Global Marketing Strategies --
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 --

Part Five. Implementing Global Marketing Strategies --
19. Inventive negotiations with International Customers, Partners, and Regulators --

Part Six. Supplementary Material --
The Country Notebook --
A Guide for Developing a Marketing Plan --
Cases.

ISBN: 9781260665536 1260665534

LCCN: 2001024810

Subjects--Topical Terms:
Export marketing.
International business enterprises.

LC Class. No.: HF1416.I61

Dewey Class. No.: 658.8/48