International Marketing 12e Cateora, Graham
Tytuł: International Marketing
Autor: Philip R. R. Cateora, John L. Graham
Wydawca: McGraw-Hill
Wydanie: 12
Rok wydania: 2004
ISBN-13: 9780072941647
Okładka: twarda
Liczba stron:
Stan
Niewielkie ślady używania na okładce. Wewnątrz kilka zaznaczeń.
O książce
Lider w kategorii podręczników marketingu międzynarodowego. Do książki dołączono CD z materiałami dodatkowymi.
Spis treści
1 The scope and challenge of international marketing 2
2 The dynamic environment of international trade 26
3 History and geography : the foundations of culture 54
4 Cultural dynamics in assessing global markets 92
5 Culture, management style, and business systems 122
6 The political environment : a critical concern 156
7 The international legal environment : playing by the rules 180
8 Developing a global vision through marketing research 212
9 Emerging markets 244
10 Multinational market regions and market groups 278
11 Global marketing management : planning and organization 310
12 Products and services for consumers 336
13 Products and services for businesses 368
14 International marketing channels 394
15 Exporting and logistics : special issues for business 432
16 Integrated marketing communications and international advertising 466
17 Personal selling and sales management 500
18 Pricing for international markets 526
19 Negotiating with international customers, partners, and regulators 556