000			02023cam a2200253Ii 4500
999			_c213 _d213
020			_a9781259253065
020			_a1259253066
050		4	_aHF 1416 _bINT
245	0	0	_aInternational marketing /
250			_a17th. ed.
260			_aNew York, NY : _bMcGraw-Hill Education, _cc2016.
300			_axxxvi, 662 p. : _bIllustrations ;
500			_aIncludes index
505	0		_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.
650		7	_aMarketing
650		0	_aExport marketing.
650		7	_aInternational business enterprises.
650		7	_aIntercultural communication
700	1		_aCateora, Philip R.
700	1		_aGilly, Mary C.
700	1		_aGraham, John L.
700	1		_aMoney, R. Bruce
942			_cBK