TY  - BOOK
AU  - Cateora,Philip R.
TI  - International marketing
SN  - 9780072941647 (hbk)
U1  - 658.84 
PY  - 2005///
CY  - Boston
PB  - McGraw Hill
KW  - Technology
KW  - Marketing
N1  - 	The scope and challenge of international marketing --
The dynamic environment of international trade --
History and geography: the foundations of culture --
Cultural dynamics in assessing global markets --
Culture, management style, and business systems --
The political environment: critical concern --
The international legal environment: playing by the rules --
Developing a global vision through marketing research --
Emerging markets --
Multinational market regions and market groups --
Global marketing management: planning and organization --
Products and services for consumers --
Products and services 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 --
Negotiating with international customers, partners, and regulators

ER  -