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International Marketing
by Cateora, Philip R.; Graham, John L.Edition:
11th
ISBN13:
9780072398847
ISBN10:
0072398841
Format:
Hardcover
Pub. Date:
8/1/2001
Publisher(s):
McGraw Hill College Div
List Price: $119.30
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This is the 11th edition with a publication date of 8/1/2001.
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Summary
The undisputed leader in international marketing, this book pioneered the environmental/cultural approach to the field. It concentrates on explaining how a nation's culture and environment should be central to any marketing strategy. Hot topics are also emphasized, including Strategic International Alliances, Green Marketing, TQM, the Japanese distribution system, NAFTA, the Commonwealth of Independent States, and much more.
Table of Contents
| An Overview | |
| The Scope and Challenge of International Marketing | |
| The Dynamic Environment of International Trade | |
| 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 | |
| Assessing Global Market Opportunities | |
| Developing a Global Vision through Market Research | |
| Emerging Markets Multinational Market Regions and Market Groups | |
| 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 | |
| Implementing Global Marketing Strategies | |
| Negotiating with International Customers, Partners, and Regulators | |
| Supplementary Material | |
| The Country Notebook Cases | |
| Table of Contents provided by Publisher. All Rights Reserved. |
