TY  - BOOK
AU  - Cateora,Philip R.
TI  - International marketing.
SN  - 0256105138
AV  - HF1009.5.C35  
U1  - 658.8/48 20
PY  - 1993///
CY  - Homewood, IL
PB  - Irwin
KW  - Export marketing
KW  - International business enterprises
N1  - Includes bibliographical references and indexes; 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
ER  -