International marketing / Philip R. Cateora, Mary C. Gilly, John L. Graham.
Contributor(s): Gilly, Mary C | Graham, John LMaterial type: TextLanguage: English Publisher: New Delhi: McGraw-Hill Education (India) Private Limited, 2014Edition: 15th edDescription: xxxiii, 622 p. : col. ill., col. maps ; 28 cmISBN: 9780073529943 (alk. paper); 007352994X (alk. paper)Subject(s): Export marketing | International business enterprisesDDC classification: 658.84 LOC classification: HF1416 | .C375 2011Online resources: WorldCat details | Ebook Fulltext
|Item type||Current location||Collection||Call number||Copy number||Status||Date due||Barcode||Item holds||Course reserves|
|E-Book||EWU Library E-book||Non-fiction||658.84 CAI 2014 (Browse shelf)||Not for loan|
|Text||EWU Library Reserve Section||Non-fiction||658.84 CAI 2014 (Browse shelf)||C-1||Not For Loan||26810|
|Text||EWU Library Circulation Section||Non-fiction||658.84 CAI 2014 (Browse shelf)||C-2||Available||26811|
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.