International marketing /
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| Author / Creator: | Cateora, Philip R. |
|---|---|
| Edition: | 9th ed. |
| Imprint: | Chicago : Irwin, c1996. |
| Description: | xxiii, 770 p. : ill. ; 26 cm. |
| Language: | English |
| Series: | The Irwin series in marketing Irwin series in marketing. |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/2397201 |
Table of Contents:
- 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
- International 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
