International marketing. / Philip R. Cateora ...[et al].
Material type:
TextPublisher: New York : McGraw-Hill, 2020Edition: 18th edDescription: xxxii, 682 p. : ill. (col.)ISBN: 9781260665536; 1260665534Subject(s): Export marketing | International business enterprisesDDC classification: 658.8/48 LOC classification: HF1416.I61| Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF1416.I61(18e) (Browse shelf) | Available | K/3275/0373/23 | |
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Books
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF1416.I611(18e) (Browse shelf) | Available | K/3271/0369/23 |
Includes bibliographical references and indexes.
Contents: Part One. An Overview --
1. The Scope and Challenge of International Marketing --
2. The Dynamic Environment of International Trade --
Part Two. The Cultural Environment of Global Markets --
3. History and Geography: The Foundations of Culture --
4. Cultural Dynamics in Assessing Global Markets --
5. Culture, Management Style, and Business Systems --
6. The Political Environment: A Critical Concern --
7. The International Legal Environment: Playing by the Rules --
Part Three. Assessing Global Market Opportunities --
8. Developing a Global Vision through Marketing Research --
9. Economic development and the Americas --
9. Europe, Africa, and the Middle East ---
10. Multinational Market Regions and Market Groups --
Part Four. Developing Global Marketing Strategies --
11. Global Marketing Management: Planning and Organization --
12. Products and Services for Consumers --
13. Products and Services for Businesses --
14. International Marketing Channels --
15. Exporting and Logistics: Special Issues for Business --
16. Integrated Marketing Communications and International Advertising --
17. Personal Selling and Sales Management --
18. Pricing for International Markets --
Part Five. Implementing Global Marketing Strategies --
19. Inventive negotiations with International Customers, Partners, and Regulators --
Part Six. Supplementary Material --
The Country Notebook --
A Guide for Developing a Marketing Plan --
Cases.
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