International marketing / 

 - 17th. ed. 
 - New York, NY :  McGraw-Hill Education,  c2016. 
 - xxxvi, 662 p. :  Illustrations ; 
<br/><br/> Includes index 
<br/><br/>Part One: An overview -- The scope and challenge of international marketing -- The dynamic environment of international trade -- Part Two: 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 Three: Assessing global market opportunities -- Developing a global vision through marketing research -- Economic development and the Americas -- Europe, Africa, and the MIddle East -- The Asia Pacific region -- Part Four: Developing global marketing strategies -- Global marketing management: Planning and organization -- Products and services for consumers -- Products and services for businesses -- International marketing channels -- Integrated marketing communications and international advertising -- Personal selling and sales management -- Pricing for international markets -- Part Five: Implementing global marketing strategies -- Inventive negotiations with international customers, partners, and regulators -- Part Six: Supplementary material -- An overview -- The cultural environment of global marketing -- Assessing global market opportunities -- Developing global marketing strategies. 
<br/><br/><label>ISBN: </label>9781259253065 1259253066 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing<br/>Export marketing.<br/>International business enterprises.<br/>Intercultural communication
<br/><br/><label>LC Class. No.: </label>HF 1416  / INT