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International Marketing

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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