International marketing
著者
書誌事項
International marketing
McGraw-Hill/Irwin, c2011
15th ed
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注記
Includes indexes
内容説明・目次
内容説明
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.
目次
Part One: An Overview1 The Scope and Challenge of International Marketing2 The Dynamic Environment of International TradePart Two: The Cultural Environment of Global Markets3 History and Geography: The Foundations of Culture4 Cultural Dynamics in Assessing Global Markets5 Culture, Management Style, and Business Systems6 The Political Environment: A Critical Concern7 The International Legal Environment: Playing by the RulesPart Three: Assessing Global Market Opportunities8 Developing a Global Vision through Marketing Research9 Economic Development and the Americas10 Europe, Africa, and the Middle East11 Asia Pacific RegionPart Four: Developing Global Marketing Strategies12 Global Marketing Management: Planning and Organization13 Products and Services for Consumers14 Products and Services for Businesses15 International Marketing Channels16 Integrated Marketing Communications and International Advertising17 Personal Selling and Sales Management18 Pricing for International MarketsPart Five: Implementing Global Marketing Strategies 19 Negotiating with International Customers, Partners, and RegulatorsPart Six: Supplementary Material
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