Cateora, Philip R. <br/><br/>
International marketing 

 - 18th 
 - New Delhi  McGraw Hill Education (India) Pvt. Ltd.  2021 
 - xxviii, 680 p. 
<br/><br/>Table of content<br/><br/>Part One An Overview<br/>1. The Scope and Challenge of International Marketing<br/>2. The Dynamic Environment of International Trade<br/><br/><br/>Part Two The Cultural Environment of Global Market<br/>3. History and Geography: The Foundations of Culture<br/>4. Cultural Dynamics in Assessing Global Markets<br/>5. Culture, Management Style, and Business Systems<br/>6. The Political Environment: A Critical Concern<br/>7. The International Legal Environment: Playing by the Rules<br/><br/><br/>Part Three Assessing Global Market Opportunities<br/>8. Developing a Global Vision through Marketing Research<br/>9. Economic Development and the Americas<br/>10. Europe, Africa, and the Middle East<br/>11.The Asia Pacific Region<br/><br/><br/>Part Four Developing Global Marketing Strategies<br/>12. Global Marketing Management: Planning and Organization<br/>13. Products and Services for Consumers<br/>14. Products and Services for Businesses<br/>15. International Marketing Channels<br/>16. Integrated Marketing Communications and International Advertising<br/>17. Personal Selling and Sales Management<br/>18. Pricing for International Markets<br/><br/><br/>Part Five Implementing Global Marketing Strategies<br/>19. Inventive Negotiations with International Customers, Partners, and Regulators  
<br/><br/> OVERVIEW<br/>International Marketing addresses global issues and describes concepts relevant to all international marketers, regardless of their international involvement. Notwithstanding the extent of global perspective that firms may have, they are affected by the competitive activity in the global marketplace. It is this perspective that the authors bring into this edition of the text. <br/>The text focuses on the strategic implications of competition in different markets. The environmental and cultural approach to international marketing permits a truly global orientation. Thus the reader’s horizon is not limited to any specific nation but the text provides an approach and framework for identifying and analyzing the important cultural and environmental uniqueness of any nation or global region.   
<br/><br/><label>ISBN: </label>9789389538243 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Export marketing<br/>International business enterprises<br/>Intercultural communication
<br/><br/><label>Dewey Class. No.: </label>658.84  / CAT