000			04147nam a22003257a 4500
003			OSt
005			20190707231510.0
007			ta
008			170111b2013 nyu||||| |||| 00| 0 eng d
020			_a9789814646086
040			_cLearning Resource Center _erda
082			_223 _a658.84/C28
084			_aCBA
085			_223 _aCBA 658.84/C28
100			_aCateora, Philip R. _9168
245			_aInternational marketing / _cPhilip R. Cateora, Mary C. Gilly, John L. Graham.
250			_a16th ed., International edition 2015.
264			_aNew York : _bMcGraw-Hill Education, _c©2013.
300			_axxxiii, 638 pages : _billustrations ; _c26 cm
336			_atext
500			_aIncludes indexes.
505			_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.
520			_aFeatures topics that reflect the swift changes of the competitive global market. Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, this book helps students to see the cultural and environmental uniqueness of any nation or region.
650			_aExport marketing. _9169
650			_aInternational business enterprises. _9170
700			_aGilly, Mary C. _9171
700			_aGraham, John L. _9172
942			_2ddc _cRES
999			_c28290 _d28290