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Cateora, Philip R.

International marketing / Philip R. Cateora, John L. Graham. - 11th ed. - New York : Irwin McGraw-Hill, c2002. - xxv, 694 p. : ill. ; 29 cm. - The McGraw-Hill/Irwin series in marketing .

Includes bibliographical references and index

1. The scope and challenge of international marketing --
2. The dynamic environment of international trade --
3. History and geography: the foundations of cultural understanding --
4. Cultural dynamics in assessing global markets --
5. Business customs in global marketing --
6. The political environment: a critical concern --
7. The international legal environment: playing by the rules --
8. Developing a global vision through marketing research --
9. Emerging markets --
10. Multinational market regions and market groups --
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 --
Cases.

ISBN: 0072398841 (hardback) 0071123121

ISSN: 9780072398847

Subjects--Topical Terms:
Export marketing.
International business enterprises.

LC Class. No.: HF1416 / .C375