International marketing / Philip R. Cateora, Mary C. Gilly, John L. Graham.
By: Cateora, Philip R.
Contributor(s): Gilly, Mary C | Graham, John L.Material type: TextPublisher: New Delhi: McGraw-Hill Education (India) Private Limited, 2014Edition: 15th ed.Description: xxxiii, 622 p. : col. ill., col. maps ; 28 cm.ISBN: 9780073529943 (alk. paper); 007352994X (alk. paper).Subject(s): Export marketing | International business enterprisesDDC classification: 658.84 Online resources: WorldCat details | Ebook Fulltext
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Includes bibliographical references and index.
Table of contents An overview --
The cultural environment of global markets --
Assessing global market opportunities --
Developing global marketing strategies --
Implementing global marketing strategies --
The economic, political, and social changes that have occurred over the last decade have dramatically altered the landscape of global business. The changes affect the practice of business worldwide, and they mean that companies will have to constantly examine the way they do business and remain flexible enough to react rapidly to changing global trends to be competitive.