TY  - BOOK
AU  - Cateora, Philip R. & Others
TI  - International marketing
SN  - 0070666997
U1  - 658.8 
PY  - 2007///
CY  - New Delhi
PB  - Tata McGraw Hill Pub. Co. Ltd.
N1  - CONTENTS Preface  vii PART ONE  1 An Overview 1  The Scope and Challenge of International Marketing  2 2  The Dynamic Environment of International Trade  34 PART TWO  73 The Culture Environment of Global Markets 3  History and Geography : The Foundations of Culture  74 4  Cultural Dynamics in Assessing Global Markets  116 5  Culture, Management Style, and Business Systems  152 6  The Political Environment : A Critical Concern  189 7  The International Legal Environment : Playing By the Rules  216 PART THREE  257 Assessing Global Market Opportunities 8  Developing a Global Vision through Marketing Research  258 9  Emerging Markets  294 10  Multinational Market Regions and Market Groups  333 PART FOUR  375 Developing Global Marketing Strategies 11  Global Marketing Management : Planning and Organization  376 12  Products and Services for Consumers  405 13  Products and Services for Businesses  443 14  International Marketing Channels  472 15  Exporting and Logistics : Special Issues for Business  515 16  Integrated Marketing Communications and International Advertising  552 17  Personal Selling and Sales Management  589 18  Pricing for International Markets  618 PART FIVE  659 Implementing Global Marketing Strategies 19  Negotiating with International Customers, Partners, and Regulators  660 PART SIX 691 Supplementary Material Cases for Part 1703 Cases for Part 2726 Cases for Part 3761 Cases for Part 4792 Glossary  849 Name Index  861 Subject Index  869
ER  -