Cateora, Philip R. creator Graham, John L. text mau Boston McGraw-Hill/Irwin 2007 13th ed. monographic eng

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xxxii, 702 p. : col. ill., col. maps ; 29 cm. Contents: 1. Overview: The scope and challenges of international marketing -- The dynamic environment of international trade -- 2. The cultural environment of global markets: History and geography: the foundation of culture -- Cultural dynamics in assessing global markets -- Culture, management style, and business systems -- The environment: a critical concern -- The international legal environment: playing by the rules -- 3. Assessing global market opportunities: Developing a global vision through marketing research -- Emerging markets -- Multinational market regions and market groups -- 4.Developing global marking strategies: Global marketing management: planning and organization -- Products and services for consumers -- Products and services for businesses -- International marketing channels -- Exporting and logistics: special issues for business -- Integrated marking communications and international advertising Personal selling and sales management -- Pricing for international markets -- 5. Implementing global marketing strategies: Negotiating with international customers, partners. and regulators -- Philip R. Cateora, John L. Graham. Includes index. Export marketing International business enterprises HF1416.C37(13e) 658.8/4 0073080063 (alk. paper) 9780073080062 2005057682 http://www.loc.gov/catdir/enhancements/fy0632/2005057682-d.html http://www.loc.gov/catdir/enhancements/fy0632/2005057682-t.html http://www.loc.gov/catdir/enhancements/fy0632/2005057682-d.html http://www.loc.gov/catdir/enhancements/fy0632/2005057682-t.html DLC 051114 20211125152219.0 14167246