TY  - BOOK
AU  - Cateora,Philip R.
AU  - Gilly,Mary C.
AU  - Graham,John L.
AU  - Money,R.Bruce
TI  - International marketing
SN  - 9781259253065
AV  - HF 1416 INT
PY  - 2016///
CY  - New York, NY
PB  - McGraw-Hill Education
KW  - Marketing
KW  - Export marketing
KW  - International business enterprises
KW  - Intercultural communication
N1  - Includes index; 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
ER  -