02285cam a22002894a 4500 12388168 OSt 20230519101629.0 010423s2002 maua b 001 0 eng 2001024810 9781260665536 1260665534 DLC DLC DLC pcc HF1416.I61 658.8/48 21 International marketing. / Philip R. Cateora ...[et al]. 18th ed. New York : McGraw-Hill, 2020. xxxii, 682 p. : ill. (col.) ; 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. Economic development and the Americas -- 9. Europe, Africa, and the Middle East --- 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. Inventive negotiations with International Customers, Partners, and Regulators -- Part Six. Supplementary Material -- The Country Notebook -- A Guide for Developing a Marketing Plan -- Cases. Export marketing. 1503 International business enterprises. 1504 Cateora, Philip R. 1505 lcc BK 9621 17121 0 0 ddc 0 0 WIUC-KL WIUC-KL GEN 2023-05-18 HF1416.I61(18e) K/3275/0373/23 2023-05-18 00:00:00 2023-05-18 BK 0 0 ddc 0 0 WIUC-KL WIUC-KL GEN 2023-05-18 0 HF1416.I611(18e) K/3271/0369/23 2023-05-22 00:00:00 2023-05-18 BK