International marketing /
Cateora, Philip R.
International marketing / Philip R. Cateora, Mary C. Gilly, John L. Graham. - 15th ed. - New Delhi: McGraw-Hill Education (India) Private Limited, 2014. - xxxiii, 622 p. : col. ill., col. maps ; 28 cm.
Includes bibliographical references and index.
An overview --
The cultural environment of global markets --
Assessing global market opportunities --
Developing global marketing strategies --
Implementing global marketing strategies --
Supplemental material. TOC
Summary:
The economic, political, and social changes that have occurred over the last decade have dramatically altered the landscape of global business. The changes affect the practice of business worldwide, and they mean that companies will have to constantly examine the way they do business and remain flexible enough to react rapidly to changing global trends to be competitive.
9780073529943 (alk. paper) 007352994X (alk. paper)
2010020200
Export marketing.
International business enterprises.
HF1416 / .C375 2011
658.84 / CAI 2014
International marketing / Philip R. Cateora, Mary C. Gilly, John L. Graham. - 15th ed. - New Delhi: McGraw-Hill Education (India) Private Limited, 2014. - xxxiii, 622 p. : col. ill., col. maps ; 28 cm.
Includes bibliographical references and index.
An overview --
The cultural environment of global markets --
Assessing global market opportunities --
Developing global marketing strategies --
Implementing global marketing strategies --
Supplemental material. TOC
Summary:
The economic, political, and social changes that have occurred over the last decade have dramatically altered the landscape of global business. The changes affect the practice of business worldwide, and they mean that companies will have to constantly examine the way they do business and remain flexible enough to react rapidly to changing global trends to be competitive.
9780073529943 (alk. paper) 007352994X (alk. paper)
2010020200
Export marketing.
International business enterprises.
HF1416 / .C375 2011
658.84 / CAI 2014