Cateora, Philip R. creator text bibliography ilu Homewood, IL Irwin c1993 1993 8th ed. monographic eng

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xxiv, 776 p. : ill. (some col.), maps ; 24 cm. Contents: An Overview: The Scope and challenges of global marketing -- Global business environment -- The Cultural environment: Geography and history - the foundation of cultural understanding -- Cultural dynamics in assessing global markets -- Business customs and practices in global marketing -- Political environment - a critical issue -- The International legal environment -- Developing markets and market behaviour -- Multinational market regions and market groups -- Global marketing management: Global marketing management- planning and organization -- Researching global markets -- Developing consumer products for global markets -- Marketing industrial products and business services -- International distribution system -- Export trade mechanics and logistics -- The Global advertising and promotion effort -- Personal selling and personnel management -- Pricing for international markets -- Corporate context of marketing: Financial requirements for global marketing. Philip R. Cateora. Includes bibliographical references and indexes. Export marketing International business enterprises HF1009.5.C35 658.8/48 0256105138 92016448 DLC 920430 20210414113932.0 614951