01979cam a2200229Ii 4500020001800000020001500018050001700033245003000050250001400080260005100094300003700145500001900182505135800201650001401559650002201573650004001595650003201635700002301667700001901690700002001709700002001729  a9781259253065  a1259253066 4aHF 1416bINT00aInternational marketing /  a17th. ed.  aNew York, NY :bMcGraw-Hill Education,cc2016.  axxxvi, 662 p. :bIllustrations ;  aIncludes index0 aPart 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. 7aMarketing 0aExport marketing. 7aInternational business enterprises. 7aIntercultural communication1 aCateora, Philip R.1 aGilly, Mary C.1 aGraham, John L.1 aMoney, R. Bruce