000			02285cam a22002894a 4500
001			12388168
003			OSt
005			20230519101629.0
008			010423s2002 maua b 001 0 eng
010			_a 2001024810
020			_a9781260665536
020			_a1260665534
040			_aDLC _cDLC _dDLC
042			_apcc
050	0	0	_aHF1416.I61
082	0	0	_a658.8/48 _221
245	1	0	_aInternational marketing. / _cPhilip R. Cateora ...[et al].
250			_a18th ed.
260			_aNew York : _bMcGraw-Hill, _c2020.
300			_axxxii, 682 p. : _bill. (col.) ;
504			_aIncludes bibliographical references and indexes.
505			_aContents: 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.
650		0	_aExport marketing. _91503
650		0	_aInternational business enterprises. _91504
700			_qCateora, Philip R. _91505
942			_2lcc _cBK
999			_c9621 _d17121