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Cateora, Philip R.

International marketing/ Philip R. Cateora, Mary C. Gilly, John L. Graham. - 13th ed. - New Delhi : McGraw-Hill, 2010. - xxxii, 888 p. : col. ill., col. maps ; 29 cm.

Includes bibliographical references and index.

Part I: An Overview

1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of International Trade

Part II: The Cultural Environment of Global Markets

3. History and Geography: The Foundations of Culture
4. Cultural Dynamics in Assessing Global Markets
5. Culture, Management Style and Business Systems
6. The Political Environment: A Critical Concern
7. The International Legal Environment: Playing by the Rules

Part III: Assessing Global Market Opportunities

8. Developing a Global Vision through Market Research
9. Emerging Markets
10. Multinational Market Regions and Market Groups

Part IV: Developing Global Marketing Strategies

11. Global Marketing Management: Planning and Organization
12. Products and Services for Consumers
13. Products and Consumers for Businesses
14. International Marketing Channels
15. Exporting and Logistics: Special Issues for Business
16. Integrated Marketing Communications and International Advertising
17. Personal Selling and Sales Management
18. Pricing for International Markets

Part V: Implementing Global Marketing Strategies

19. Negotiating with International Customers, Partners and Regulators

Part VI: Supplementary Material

20. The Country Notebook
Cases

ISBN: 9780070666993 0070666997

Subjects--Topical Terms:
Export marketing.
International business enterprises.

Dewey Class. No.: 381 / CAT/I