International marketing / Philip R. Cateora, R. Bruce Money, Mary C. Gilly, John L. Graham.
Material type: TextLanguage: English Publication details: New York, NY : McGraw-Hill Education, c2020.Edition: Eighteenth editionDescription: xxxi, 682 pages : illustrations, diagrams ; 28 cmContent type:- text
- unmediated
- volume
- 9781260547870 (paperback)
- HF1416.6 C28 2020
Item type | Current library | Collection | Call number | Materials specified | URL | Status | Notes | Date due | Barcode |
---|---|---|---|---|---|---|---|---|---|
Books | Ladislao N. Diwa Memorial Library Reserve Section | Non-fiction | RUS HF1416.6 C28 2020 (Browse shelf(Opens below)) | Link to resource | Room use only | 79432 | 00080906 |
"This International Student Edition is for use outside of the U.S."-- Front cover
Includes index.
Part One. An overview -- The scope and challenge of international marketing -- The dynamic environment of international trade --
Part Two. 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 Three. Assessing global market opportunities -- Developing a global vision through marketing research -- Economic development and the Americas -- Europe, Africa, and the Middle East -- The Asia Pacific region -- Part Four. Developing global marketing strategies -- Global marketing management: planning and organization --
Products and services for consumers -- Products and services for business -- International marketing channels -- Integrated marketing communications and international advertising -- Personal selling and sales management -- Pricing for international markets -- Part Five. Implementing global marketing strategies -- Inventive negotiations with international customers, partners, and regulators -- Part Six. Supplementary materials -- The country notebook -- Cases -- An overview -- The cultural environment of global marketing -- Assessing global market opportunities -- Developing global marketing strategies.
Fund 164 Global International Education Link Enterprises Co. Purchased 02/10/2021 79432 pnr PHP 5324.00 2021-01-047D 2021-1-0070