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Cateora,Philip R.

International marketing / Philip R. Cateora, John L. Graham. - Boston : McGraw Hill, 2005 - xxxiii, 697 p.

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.


ISBN: 9780072941647 (hbk)

Subjects--Topical Terms:
Technology--Marketing

Dewey Class. No.: 658.84 / C282