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INTERNATIONAL MARKETING PHILIP R. CATEORA, MARY C. GILLY AND JOHN GRAHAM

By: Contributor(s): Analytics: Show analyticsPublication details: MCGRAW HILL EDUCATION (INDIA) PRIVATE LTD. 2014 NEW DELHIEdition: 15Description: XXXI, 621 P. PAPERISBN:
  • 9789339204464
Subject(s): DDC classification:
  • 658.848
Contents:
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 Economic Development and the Americas 10 Europe, Africa, and the Middle East 11 Asia Pacific Region Part Four: Developing Global Marketing Strategies 12 Global Marketing Management: Planning and Organization 13 Products and Services for Consumers 14 Products and Services for Businesses 15 International Marketing Channels 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
Summary: 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 15th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Book Book Main Library INTERNATIO 658.848/ COT/GIL/ 23631 (Browse shelf(Opens below)) Available 11123631
Total holds: 0

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 Economic Development and the Americas
10 Europe, Africa, and the Middle East
11 Asia Pacific Region
Part Four: Developing Global Marketing Strategies
12 Global Marketing Management: Planning and Organization
13 Products and Services for Consumers
14 Products and Services for Businesses
15 International Marketing Channels
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

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 15th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

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