000			03463nam a22002537a 4500
999			_c27034 _d27034
005			20201120144643.0
008			201117b ||||| |||| 00| 0 eng d
020			_a9789389538243
040			_cVITAP
082			_223rd Ed. _a658.84 CAT
245			_aInternational Marketing / _cPhilip R. Cateora ...[et al.].
250			_a18th Ed.
260			_aChennai _bMcGraw Hill Education (India) Pvt. Ltd. _c2020
300			_axxviii, 680p. : ill. ; _c25cm
500			_aIt includes Cases and Subject Index Pages
521			_aOVERVIEW International Marketing addresses global issues and describes concepts relevant to all international marketers, regardless of their international involvement. Notwithstanding the extent of global perspective that firms may have, they are affected by the competitive activity in the global marketplace. It is this perspective that the authors bring into this edition of the text. The text focuses on the strategic implications of competition in different markets. The environmental and cultural approach to international marketing permits a truly global orientation. Thus the reader’s horizon is not limited to any specific nation but the text provides an approach and framework for identifying and analyzing the important cultural and environmental uniqueness of any nation or global region. FEATURES • 10 Indian cases included in the book • New sections on negative impact of new communication tools, intellectual property rights in the international context, Brexit, inventive international negotiation etc. • Thoroughly updated data, text, pictures and exhibits across the chapters • More than 100 new academic articles and their findings integrated and cited across the chapters • PPTs • Country Notebook • Glossary • Name Index • Additional Cases Table of Contents: Part One An Overview 1. The Scope and Challenge of International Marketing 2. The Dynamic Environment of International Trade Part Two The Cultural Environment of Global Market 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 Part Three 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 Part Four 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 Part Five Implementing Global Marketing Strategies 19. Inventive Negotiations with International Customers, Partners, and Regulators
650		0	_910197 _aExport marketing; International business enterprises; Intercultural communication
700			_910198 _aCateora, Philip R.
700			_910199 _aMoney, R. Bruce
700			_910200 _aGilly, Mary C.
700			_910201 _aGraham, John L.
856			_uhttps://www.mheducation.co.in/international-marketing-9789389538243-india
942			_2ddc _cREF _e23rd Ed. _h658.84 CAT