International marketing/ Philip R. Cateora, John L. Graham
Material type: TextPublication details: New York: McGraw Hill, 2007Edition: 13th edDescription: xxxii, 702 p. : ill. ; 29 cmISBN: 9780073080062Subject(s): Export marketing | International business enterprisesDDC classification: 658.8Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
General Books | Central Library, Sikkim University General Book Section | 658.8 CAT/I (Browse shelf(Opens below)) | Available | P05302 |
Part I An Overview --
The Scope and Challenge of International Marketing --
The Dynamic Environment of International Trade --
Part II 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 --
Part III Assessing Global Market Opportunities --
Developing a Global Vision through Market Research --
Emerging Markets --
Multinational Market Regions and Market Groups --
Part IV Developing Global Marketing Strategies --
Global Marketing Management: Planning and Organization --
Products and Services for Consumers --
Products and Consumers for Businesses I--
nternational Marketing Channels --
Exporting and Logistics: Special Issues for Business --
Integrated Marketing Communications and International Advertising --
Personal Selling and Sales Management --
Pricing for International Markets --
Part V Implementing Global Marketing Strategies --
Negotiating with International Customers, Partners, and Regulators --
Part VI Supplementary Material --
The Country Notebook --
Cases.
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