TY  - BOOK
AU  - Cateora, Philip.
TI  - International marketing / 
SN  - 9780077122850
AV  - HF1416.G34(3e) 
PY  - 2010///
CY  - London
PB  - McGraw-Hill Higher Education
N1  - Includes index; Contents: Part 1: An overview: The scope and challenge of international marketing -- The dynamics of international markets -- Part 2: The impact of culture on international marketing: Geography and history: the foundations of cultural understanding -- Cultural dynamics in international marketing -- Business customs and practices in international marketing -- The international political and legal environment -- Part 3: Assessing international market opportunities: Researching international markets -- Emerging markets and market behaviour -- Multinational market regions and market groups -- Part 4: Develoing international marketing strategies: International marketing strategies -- International market entry strategies -- international branding strategies -- Exporting, managing and logistics -- Ethics and social responsibility in international marketing -- Developing international marketing strategies: Product  decisions for international markets -- Marketing industrial products and business services -- International distribution and retailing -- Pricing for international markets -- International promotion and advertising -- Personal selling and negotiations
ER  -