Dr. S. R. Lasker Library Online Catalogue

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International marketing / Philip R. Cateora.

By: Cateora, Philip RMaterial type: TextTextLanguage: English Series: The Irwin series in marketingPublication details: Chicago : McGraw-Hill/Irwin, 1996. Edition: 9th edDescription: xxiii, 772 p. : ill. ; 26 cmISBN: 0256139504; 0256206821 (International student ed.); 9780256139501 Subject(s): Export marketing | International business enterprisesDDC classification: 658.848 LOC classification: HF1009.5 | .C35 1996Online resources: WorldCat details
Contents:
TOC Contents: 1. Scope and Challenge of International Marketing -- 2. Global Business Environment -- 3. Geography and History: The Foundations of Cultural Understanding -- 4. Cultural Dynamics in Assessing Global Markets -- 5. Business Customs and Practices in Global Marketing -- 6. Political Environment: A Critical Issue -- 7. International Legal Environment -- 8. Researching Global Markets -- Appendix: Sources of Secondary Data -- 9. Emerging Markets and Market Behavior -- 10. Multinational Market Regions and Market Groups -- 11. Developing Global Marketing Strategies: Planning and Organization -- 12. Export Trade Mechanics and Logistics -- 13. Developing Consumer Products for Global Markets -- 14. Marketing Industrial Products and Business Services -- 15. International Distribution System -- 16. Global Advertising and Promotion Effort -- 17. Personal Selling and Personnel Management -- 18. Pricing for International Markets -- 19. Financial Requirements for Global Marketing -- Country Notebook -- A Guide for Developing a Marketing Plan.
Summary: Summary: This text pioneered the environmental/cultural approach to international marketing, emphasising the way in which culture and environment of different countries effect marketing strategy and drawing Read more...
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