TY  - BOOK
AU  - Cateora,Philip R.
AU  - Gilly Mary C.
AU  - Graham John L
TI  - International marketing
SN  - 9780070666993
U1  - 381 
PY  - 2010///
CY  - New Delhi
PB  - McGraw-Hill
KW  - Export marketing
KW  - International business enterprises
N1  - 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
ER  -