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 markets that encompasses history, geography, language, and religion as well as economics, Cateora helps students to see the cultural and environmental uniqueness of any nation or region. The 14th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

Ahorra Con Agapea
"Compra "International Marketing" junto a "Hipatia de Alejandría":

Por solo 72.79 € Gastos de envío gratis^**

Part One:An Overview
1. The Scope and Challenge of International Marketing
2. The Dynamic Environment of International Trade
Part Two: The Cultural Environment of Global Markets
3. History and Geography: The Foundations of Culture
4. Cultural Dynamics in Assessing Global Markets
5. Culture, Management Style, and Business Systems
6. The Political Environment: A Critical Concern
7. The International Legal Environment: Playing by the Rules
Part Three: Assessing Global Market Opportunities
8. Developing a Global Vision through Marketing Research
9. Emerging Markets
10. Multinational Market Regions and Market Groups
Part Four: Developing Global Marketing Strategies
11. Global Marketing Management: Planning and Organization
12. Products and Services for Consumers
13. Products and Services for Businesses
14. International Marketing Channels
15. Exporting and Logistics: Special Issues for Business
16. Integrated Marketing Communications and International Advertising
17. Personal Selling and Sales Management
18. Pricing for International Markets
Part Five: Implementing Global Marketing Strategies
19. Negotiating with International Customers, Partners, and Regulators
Part Six: Supplementary Material
THE COUNTRY NOTEBOOK?A Guide for Developing a Marketing Plan
CASES