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International Marketing, 11/e
Philip R. Cateora, University of Colorado, Boulder
John L. Graham, University of California, Irvine
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Contents:
Chapter 1: The Scope and Challenge of International Marketing
Chapter 2: The Dynamic Environment of International Trade
Chapter 3: History and Geography: The Foundations of Cultural Understanding
Chapter 4: Cultural Dynamics in Assessing Global Markets
Chapter 5: Business Customs in Global Marketing
Chapter 6: The Political Environment: A Critical Concern
Chapter 7: The International Legal Environment: Playing by the Rules
Chapter 8: Developing a Global Vision through Marketing Research
Chapter 9: Emerging Markets
Chapter 10: Multinational Market Regions and Market Groups
Chapter 11: Global Marketing Management: Planning and Organization
Chapter 12: Products and Services for Consumers
Chapter 13: Products and Services for Businesses
Chapter 14: International Marketing Channels
Chapter 15: Exporting and Logistics: Special Issues for Business
Chapter 16: Integrated Marketing Communications and International Advertising
Chapter 17: Personal Selling and sales Management
Chapter 18: Pricing for International Markets
Chapter 19: Negotiating with International Customers, Partners, and Regulators
2002 McGraw-Hill Higher Education
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2002 McGraw-Hill Higher Education