International marketing. /
Philip R. Cateora, Mary C. Gilly, John L. Graham.
- 14th ed.
- New York : McGraw-Hill/Irwin , 2009.
- xxxi, 711 p. : ill. ;
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. Emerging Markets -- 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. Negotiating with International Customers, Partners, and Regulators -- Part Six. Supplementary Material -- The Country Notebook -- A Guide for Developing a Marketing Plan -- Cases.
9780073380988 0073380989
2001024810
Export marketing. International business enterprises.