Cateora, Philip R. Gilly, Mary C. Graham, John L. Money, R. Bruce text New York, NY McGraw-Hill Education c2016 17th. ed. monographic xxxvi, 662 p. : Illustrations ; 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. Includes index Marketing Export marketing International business enterprises Intercultural communication HF 1416 INT 9781259253065 1259253066