International Marketing Tapa dura - 2016

Pioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 17th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region. In addition to coverage of technology's impact on the international market arena, the 17th edition of International Marketing features new topics that reflect recent changes in global markets, updated teaching resources, and new learning tools including McGraw-Hill's Connect with its adaptive SmartBook that lets instructors assign textbook readings and incentivize students' engagement with course content. Click 'Features' below for more. 662 pp.

Detalles

• Título International Marketing
• Autor Philip R. Cateora; John Graham; Mary C. Gilly
• Encuadernación Tapa dura
• Edición 17th Edition
• Páginas 704
• Volúmenes 1
• Idioma ENG
• Editorial McGraw-Hill Education
• Fecha de publicación 2016
• Ilustrado Sí
• ISBN 9780077842161 / 0077842162
• Peso 3.2 libras (1.45 kg)
• Dimensiones 10.9 x 8.7 x 1.1 pulgadas (27.69 x 22.10 x 2.79 cm)
• Library of Congress subjects International business enterprises, Export marketing
• Número de catálogo de la Librería del Congreso de EEUU 2015036297
• Dewey Decimal Code 658.84

Part OneAn Overview1 The Scope and Challenge of International Marketing 22 The Dynamic Environment of International Trade 28Part TwoThe Cultural Environment of Global Markets3 History and Geography: The Foundations of Culture 544 Cultural Dynamics in Assessing Global Markets 965 Culture, Management Style, and Business Systems 1306 The Political Environment: A Critical Concern 1707 The International Legal Environment: Playing By the Rules 198Part ThreeAssessing Global Market Opportunities8 Developing a Global Vision through Marketing Research 2309 Economic Development and the Americas 26210 Europe, Africa, and the Middle East 29011 The Asia Pacific Region 316Part FourDeveloping Global Marketing Strategies12 Global Marketing Management: Planning and Organization 34613 Products and Services for Consumers 37414 Products and Services for Businesses 41415 International Marketing Channels 44216 Integrated Marketing Communications and International Advertising 47817 Personal Selling and Sales Management 52418 Pricing for International Markets 554Part FiveImplementing Global Marketing Strategies 19 Inventive Negotiations with International Customers, Partners, and Regulators 584Part SixSupplementary MaterialTHE COUNTRY NOTEBOOK—A Guide for Developing a Marketing Plan 613 Glossary 622Photo Credits 631Name Index 633Subject Index 640