International marketing /
Cateora, Philip R.
International marketing / Philip R. Cateora, John L. Graham. - 10th ed. - Boston ; New Delhi : Irwin/McGraw-Hill ; Tata McGraw-Hill, c1999. - xxiii, 721 p. : ill. ; 29 cm.
Includes bibliographical references and indexes.
The scope and challenge of international marketing --
The dynamic environment of international trade --
Geography and history : the foundations of cultural understanding --
Cultural dynamics in assessing global markets --
Business customs in global marketing --
The political environment : a critical concern --
The international legal environment : playing by the rules --
Developing a global vision through marketing research --
Emerging markets --
Multinational market regions and market groups --
Global marketing management : planning and organization --
Creating products for consumers in global markets --
Marketing industrial products and services --
International distribution systems --
Exporting and logistics : special issues for the small business --
The global advertising and promotion effort --
Personal selling and sales management --
Pricing for international markets --
Negotiating with international customers, partners, and regulators --
Supplementary material. An overview ; The cultural environment of global marketing ; Assessing global market opportunities ; Developing global marketing strategies. TOC
Summary:
"... Coverage of technology's impact on the international market arena and a more comprehensive website, helping to provide updates to text content in this continually changing field."-publisher description.
0070435588 0256259828 9780256259827
98021048
Export marketing.
International business enterprises.
HF1009.5 / .C35 1999
658.8'48 / CAI 1999
International marketing / Philip R. Cateora, John L. Graham. - 10th ed. - Boston ; New Delhi : Irwin/McGraw-Hill ; Tata McGraw-Hill, c1999. - xxiii, 721 p. : ill. ; 29 cm.
Includes bibliographical references and indexes.
The scope and challenge of international marketing --
The dynamic environment of international trade --
Geography and history : the foundations of cultural understanding --
Cultural dynamics in assessing global markets --
Business customs in global marketing --
The political environment : a critical concern --
The international legal environment : playing by the rules --
Developing a global vision through marketing research --
Emerging markets --
Multinational market regions and market groups --
Global marketing management : planning and organization --
Creating products for consumers in global markets --
Marketing industrial products and services --
International distribution systems --
Exporting and logistics : special issues for the small business --
The global advertising and promotion effort --
Personal selling and sales management --
Pricing for international markets --
Negotiating with international customers, partners, and regulators --
Supplementary material. An overview ; The cultural environment of global marketing ; Assessing global market opportunities ; Developing global marketing strategies. TOC
Summary:
"... Coverage of technology's impact on the international market arena and a more comprehensive website, helping to provide updates to text content in this continually changing field."-publisher description.
0070435588 0256259828 9780256259827
98021048
Export marketing.
International business enterprises.
HF1009.5 / .C35 1999
658.8'48 / CAI 1999