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International Marketing Philip R. Cateora

International Marketing By Philip R. Cateora

International Marketing by Philip R. Cateora

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Summary

This 11th edition of "International Marketing" has an increase in the coverage of technology's impact on the international market arena. It assesses the global markets and strategies for succeeding in the international arena.

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International Marketing Summary

International Marketing by Philip R. Cateora

This 11th edition of "International Marketing" has an increase in the coverage of technology's impact on the international market arena. It assesses the global markets and strategies for succeeding in the international arena. Throughout the text Web icons can be found in the margins to refer readers to a Website which updates chapter material.

Table of Contents

Part 1 An overview: the scope and challenge of international marketing; the dynamic environment of global business. Part 2 The cultural environment of global markets: geography and history - the foundation of cultural understanding; cultural dynamics in assessing global markets; business customs and practices in global marketing; the political environment - a critical issue; playing by the rules - the international legal environment. Part 3 Assessing global market opportunities: developing a global vision through market research; emerging markets of the world; multinational market regions and market groups. Part 4 Developing global marketing strategies: creating products and services for consumers in global markets; marketing industrial products and business services; international distribution systems; exporting and special issues for smaller businesses; integrated marketing communications; personal selling and sales management; pricing and terms of payment in international markets. Part 5 Implementing global marketing strategies: negotiating with international customers, partners and regulators; planning and organizing for global markets. Part 6 Supplementary material: the country notebook; financing international operations; cases.

Additional information

CIN0071123121G
9780071123129
0071123121
International Marketing by Philip R. Cateora
Philip R. Cateora
Used - Good
Paperback
McGraw-Hill Education - Europe
2001-07-31
768
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - International Marketing