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TitleInternational marketing
Author Philip R. Cateora, Mary C. Gilly, John L. Graham
Imprint New York, NY : McGraw-Hill/Irwin, c2011
Edition 15th ed
Descript xxxiii, 622 p. : col. ill., col. maps ; 29 cm


The scope and challenge of international marketing -- The dynamic environment of international trade -- History and geography: the foundations of culture -- Cultural dynamics in assessing global markets -- Culture, management style, and business systems -- The political environment: a critical concern -- The international legal environment: playing by the rules -- Developing a global vision through marketing research -- Economic development and the Americas -- Europe, Africa, and the Middle East -- The Asia pacific region -- Global marketing management: planning and organization -- Products and services for consumers -- Products and services for businesses -- International marketing channels -- Integrated marketing channels -- Integrated marketing communications and international advertising -- Personal selling and sales management -- Pricing for international markets -- Negotiating with international customers, partners, and regulators

Export marketing International business enterprises

Chula Business School Library658.848 C359I 2011DUE 30-12-20


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