Cateora, Philip R. text bibliography mau New York McGraw-Hill 2020 2002 18th ed. monographic eng

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xxxii, 682 p. : ill. (col.) ; 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. Philip R. Cateora ...[et al]. Includes bibliographical references and indexes. Export marketing International business enterprises HF1416.I61 658.8/48 9781260665536 1260665534 2001024810 DLC 010423 20230519101629.0 12388168