Cateora, Philip. text London McGraw-Hill Higher Education 2010 3rd ed. monographic eng

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xlvi, 682 p. : ill. col ; 27 cm. Contents: Part 1: An overview: The scope and challenge of international marketing -- The dynamics of international markets -- Part 2: The impact of culture on international marketing: Geography and history: the foundations of cultural understanding -- Cultural dynamics in international marketing -- Business customs and practices in international marketing -- The international political and legal environment -- Part 3: Assessing international market opportunities: Researching international markets -- Emerging markets and market behaviour -- Multinational market regions and market groups -- Part 4: Develoing international marketing strategies: International marketing strategies -- International market entry strategies -- international branding strategies -- Exporting, managing and logistics -- Ethics and social responsibility in international marketing -- Developing international marketing strategies: Product decisions for international markets -- Marketing industrial products and business services -- International distribution and retailing -- Pricing for international markets -- International promotion and advertising -- Personal selling and negotiations. Pervez Ghauri and Philip Cateora. Includes index. HF1416.G34(3e) 9780077122850 220616 20220616150138.0