Franklin

International marketing / Philip R. Cateora, Mary C. Gilly, John L. Graham.

Author/Creator:
Cateora, Philip R.
Edition:
16th ed.
Publication:
New York : McGraw-Hill Irwin, ©2013.
Format/Description:
Book
xxxiii, 638 pages : color illustrations ; 29 cm
Subjects:
Export marketing.
International business enterprises.
Export marketing.
International business enterprises.
Internationales Marketing.
Contents:
pt. I. Overview
1. Scope and challenge of international marketing
2. Dynamic environment of international trade
pt. II. 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
pt. III. 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. The Asia Pacific region
pt. IV. 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
pt. V. Implementing global marketing strategies
19. Inventive negotiations with international customers, partners, and regulators
pt. VI. Supplementary material
The country notebook : a guide for developing a marketing plan
Cases
1. Overview
Starbucks : going global fast
Nestlé : the infant formula controversy
Coke and Pepsi learn to compete in India
Marketing microwave ovens to a new market segment
2. Cultural environment of global marketing
The Not-So-Wonderful World of EuroDisney : things are better now at Disneyland Resort Paris
Cultural norms, fair & lovely, and advertising
Starnes-Brenner Machine Tool Company : to bribe or not to bribe?
Ethics and Airbus
Coping with corruption in trading with Vietnam
When international buyers and sellers disagree
McDonald's and obesity
Ultrasound machines, India, China, and a skewed sex ratio
Coping with piracy in China
3. Assessing global market opportunities
International marketing research at the Mayo Clinic
Swifter, higher, stronger, dearer
Marketing to the bottom of the pyramid
Continued growth for Zara and Inditex
A Sea Launch recovery?
4. Developing global marketing strategies
Tambrands : overcoming cultural resistance
Iberia Airlines builds a BATNA
Sales negotiations abroad for MRI systems
National office machines : motivating Japanese salespeople : straight salary or commission?
AIDS, condoms, and carnival
Making socially responsible and ethical marketing decisions : selling tobacco to Third World countries
The obstacles to introducing a new product into a new market
Mary Kay in India.
Notes:
Includes indexes.
Local notes:
Acquired for the Penn Libraries with assistance from the Anne and Joseph Trachtman Memorial Book Fund.
Contributor:
Gilly, Mary C.
Graham, John L.
Anne and Joseph Trachtman Memorial Book Fund.
ISBN:
9780073529974 (alk. paper)
0073529974 (alk. paper)
OCLC:
794177144
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