International marketing/ Philip R. Cateora, Mary C. Gilly, John L. Graham.
Material type: TextPublication details: New Delhi : McGraw-Hill, 2010Edition: 13th edDescription: xxxii, 888 p. : col. ill., col. maps ; 29 cmISBN: 9780070666993; 0070666997Subject(s): Export marketing | International business enterprisesDDC classification: 381Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
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General Books | Central Library, Sikkim University General Book Section | 381 CAT/I (Browse shelf(Opens below)) | Available | P18792 |
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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
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