International Marketing

Name: International Marketing
Price: 8.85 USD
Availability: InStock
ISBN: 9780256259827

ISBN-10: 0256259828

ISBN-13: 9780256259827

Edition: 10th 1999

Authors: Philip R. Cateora, John Graham

List price: $94.69

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Book details

List price: $94.69
Edition: 10th
Copyright year: 1999
Publisher: McGraw-Hill Higher Education
Binding: Hardcover
Pages: 752
Size: 8.78" wide x 11.32" long x 1.35" tall
Weight: 4.136
Language: English



An Overview


The Scope and Challenge of International Marketing


The Dynamic Environment of International Trade


The Cultural Environment of Global Markets


History and Geography: The Foundations of Culture


Cultural Dynamics in Assessing Global Markets Culture, Management Style, and Business Systems


The Political Environment: A Critical Concern


The International Legal Environment: Playing by the Rules


Assessing Global Market Opportunities


Developing a Global Vision through Market Research


Emerging Markets Multinational Market Regions and Market Groups


Developing Global Marketing Strategies


Global Marketing Management: Planning and Organization


Products and Services for Consumers


Products and Consumers for Businesses


International Marketing Channels


Exporting and Logistics: Special Issues for Business


Integrated Marketing Communications and International Advertising


Personal Selling and Sales Management


Pricing for International Markets


Implementing Global Marketing Strategies


Negotiating with International Customers, Partners, and Regulators


Supplementary Material


The Country Notebook Cases