02464cam a22003374a 4500 12388168 OSt 20210928104159.0 010423s2002 maua b 001 0 eng 2001024810 9780073380988 0073380989 DLC DLC DLC pcc HF1416.C37 658.8/48 21 Cateora, Philip R. 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. Export marketing. International business enterprises. Gilly, Mary C. Graham, John I. 7 cbc orignew 1 ocip 20 y-gencatlg lcc BK 7775 15275 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-10-30 STM 0 HF1416.C37(14e) K/973/973/19 2021-09-28 00:00:00 1 2021-09-28 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 STM 0 HF1416.C371(14e) K/1589/1589/19 2021-09-28 00:00:00 2 2021-09-28 BK