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Cateora, Philip R.

International marketing Philip R. Cateora, R. Bruce Money, Mary C. Gilly, John L. Graham - 18th ed. - Chennai Mcgraw hill c2020 - 680p PB.

Part One An Overview
1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of International Trade


Part Two The Cultural Environment of Global Market
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 Three Assessing Global Market Opportunities
8. Developing a Global Vision through Marketing Research
9. Economic Development and the Americas
10. Europe, Africa, and the Middle East
11.The Asia Pacific Region


Part Four Developing Global Marketing Strategies
12. Global Marketing Management: Planning and Organization
13. Products and Services for Consumers
14. Products and Services for Businesses
15. International Marketing Channels
16. Integrated Marketing Communications and International Advertising
17. Personal Selling and Sales Management
18. Pricing for International Markets


Part Five Implementing Global Marketing Strategies
19. Inventive Negotiations with International Customers, Partners, and Regulators

Includes subject index


ISBN: 9789389538243 845.00

Subjects--Topical Terms:
MARKETING
EXPORT MARKETING

Dewey Class. No.: 658.84 INT Ed18