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
9780070666993 0070666997
Export marketing. International business enterprises.