International Marketing / by Philip R. Cateora and John L. Graham

Includes bibliographical references and indexes

Pt 1; An overview Ch 1- The Scope and Challenge of International Marketing Ch 2- The Dynamic Environment of International Trade Pt 2: The Culture Environment of Global Markets Ch 3- History and Geography: The Foundations of Cultural Understanding Ch 4- Cultural Dynamics in Assessing Global Markets Ch 5- Culture, Management Style, and Business Systems Ch 6- The Political Environment: A Critical Concern Ch 7- The International Legal Environment: playing by the Rules Pt 3: Assessing Global Market Oportunities Ch 8- Developing a Global Vision through Marketing Research Ch 9- Emerging Markets Ch 10- Multinational Market Regions and Market Groups Pt 4: Developing global Marketing Strategies Ch 11- Global Marketing Management: Planning and Organisation Ch 12- Products and Services for Consumers Ch 13- Products and Sevices for Businesses Ch 14- International Marketing Channels Ch 15- Exporting and Logistics: Special Issues for Business Ch 16- Integrated Marketing Communications and International Advertising Ch 17- Personal Selling And Sales Management Ch 18- Pricing for International Markets Pt 5: Implementing Global Marketing Strategies Ch 19- Negotiating with International Customers, Partners and Regulators Pt 6: Supplementary Material Ch 20- The Country NoteBook- A Guide for Developing a Marketing Plan