International marketing / Philip R. Cateora.
Material type: TextPublication details: Homewood, IL : Irwin, c1990.Edition: 7th edDescription: xxiii, 870 p. : ill. ; 24 cmISBN:- 9780256079531
- 9780256083972 (Int'l student ed.)
- 9780256083972
- 658.848 CAT
- HF1009.5 .C35 1990
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.848 CAT (Browse shelf(Opens below)) | 1 | Available | 00210844 |
Includes bibliographical references (p. 846-852) and indexes.
Part 1.An overview -- 1.The scope and challenge of international marketing -- 2.Global business environment -- Part II.The cultural environment of global marketing -- 3.Cultural dynamics in assessing global markets -- 4.Business customs and practices in global marketing -- 5.Political environment - a special probelm -- 6.The international legal environment -- 7.Geogrpahy and history - the foundation of cultural understanding -- 8.Multinational market groups -- 9.Developing markets and market behavior -- Part III.Global marketing management -- 10.Global marketing management - planning and organization -- 11.Researching global markets -- 12.Developing consumer products for global markets -- 13.Marketing industrial products and business services -- 14.The global advertising and promotion effort -- 15.Personal selling and personnel management -- 16.Pricing for global markets -- 17.The international distribution system -- 18.Export trade mechanics and logistics -- Part IV.Corporate contest of marketing -- 19.Financial requirement for global marketing -- 20.Coordinating and controlling global marketing operations.