International marketing /
"Cateora and Graham's International Marketing is far and away the best selling text in the field, with a pioneering approach to making the material accessible and relevant that has become the standard by which other books are judged. Providing a well-rounded perspective of international ma...
Guardado en:
| Autor principal: | |
|---|---|
| Otros Autores: | |
| Formato: | Libro |
| Publicado: |
Boston, Mass. :
McGraw-Hill/Irwin,
c2007.
|
| Edición: | 13th ed. |
| Colección: | McGraw-Hill/Irwin series in marketing
|
| Materias: | |
| Acceso en línea: | http://www.loc.gov/catdir/enhancements/fy0632/2005057682-d.html http://www.loc.gov/catdir/enhancements/fy0632/2005057682-t.html |
| Etiquetas: |
Agregar Etiqueta
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
Tabla de Contenidos:
- Part I An Overview The Scope and Challenge of International Marketing The Dynamic Environment of International Trade Part II The Cultural Environment of Global Markets 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 Part III Assessing Global Market Opportunities Developing a Global Vision through Market Research Emerging Markets Multinational Market Regions and Market Groups Part IV Developing Global Marketing Strategies Global Marketing Management: Planning and Organization Products and Services for Consumers Products and Consumers for Businesses I nternational Marketing Channels Exporting and Logistics: Special Issues for Business Integrated Marketing Communications and International Advertising Personal Selling and Sales Management Pricing for International Markets Part V Implementing Global Marketing Strategies Negotiating with International Customers, Partners, and Regulators Part VI Supplementary Material The Country Notebook Cases