000			04415cam a2200457 a 4500
001			ocn794177144
003			AE-DuAU
005			20241127174907.0
008			120521s2013 nyua 001 0 eng
010			_a 2012020780
020			_a9780077151690 (pbk.)
035			_a(OCoLC)794177144
040			_aDLC _beng _cDLC _dYDXCP _dBWX _dOCLCF _dCRH _dBDX _dOCLCQ _dCHVBK _dOCLCO
042			_apcc
049			_aTSAA
050	0	0	_aHF1416 _b.I575 2014
090			_aHF 1416 .I575 2014
090			_aHF 1416 .I575 2014
245	1	0	_aInternational marketing / _cPhilip R. Cateora, [et al.].
250			_a16th ed; 1st Middle East ed.
260			_aNew York : _bMcGraw-Hill Education _c©2014.
300			_axxxiii, 638 pages : _bcolor illustrations ; _c29 cm
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
500			_aIncludes indexes.
505	0		_apt. 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.
650		0	_aExport marketing. _993556
650		0	_aInternational business enterprises. _993559
650		7	_aExport marketing. _2fast _0(OCoLC)fst00918703 _993556
650		7	_aInternational business enterprises. _2fast _0(OCoLC)fst00976774 _993559
650		7	_aInternationales Marketing. _0(DE-588)4125431-4 _2gnd _993561
700	1		_aCateora, Philip R. _969447
700	1		_aGilly, Mary C. _993563
700	1		_aGraham, John L. _993565
907			_a40862 _b11-12-14 _c09-03-14
942			_cBOOK _03
998			_aaudmc _b09-08-14 _cm _da _e- _feng _gnyu _h0
945			_g1 _i5109599 _j0 _lwork _o- _p0.00 _q- _r- _s- _t40 _u1 _v0 _w1 _x0 _yi15686656 _z09-03-14
945			_g0 _i5109535 _j0 _laudmc _o- _p790.00 _q- _r- _s- _t1 _u2 _v0 _w2 _x0 _yi15687004 _z09-08-14
999			_c40862 _d40862