Title:
International marketing
Author:
Cateora, Philip R.
ISBN:
9780071123129
9780072398847
Personal Author:
Edition:
11th ed.
Publication Information:
New York : Irwin McGraw-Hill, ©2002.
Physical Description:
xxv, 694 pages : illustrations ; 29 cm.
Series:
The McGraw-Hill/Irwin series in marketing
McGraw-Hill/Irwin series in marketing.
Contents:
1. The scope and challenge of international marketing -- 2. The dynamic environment of international trade -- 3. History and geography: the foundations of cultural understanding -- 4. Cultural dynamics in assessing global markets -- 5. Business customs in global marketing -- 6. The political environment: a critical concern -- 7. The international legal environment: playing by the rules -- 8. Developing a global vision through marketing research -- 9. Emerging markets -- 10. Multinational market regions and market groups -- 11. Global marketing management: planning and organization -- 12. Products and services for consumers -- 13. Products and services 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 -- Cases.
Abstract:
This 11th edition of "International Marketing" has an increase in the coverage of technology's impact on the international market arena. It assesses the global markets and strategies for succeeding in the international arena.
Subject Term:
Added Author: