International Marketing 14th Edition Cateora Test Bank

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Product Details:

• ISBN-10 ‏ : ‎ 0073380989
• ISBN-13 ‏ : ‎ 978-0073380988
• Author:   Philip R. Cateora (Author), Mary C. Gilly (Author), John L. Graham (Author)

great hardcover book

 

Table of Content:

Chapter 1: The scope and challenge of international marketing 2
Chapter 2: The dynamic environment of international trade 30

EXTERNAL ENVIRONMENT 63

Chapter 3: Cultural dynamics in assessing global markets 64
Chapter 4: Culture, management style and business systems 116
Chapter 5: Financing the international operation 158
Chapter 6: The political and legal environment: a critical concern 178

GLOBAL OPPORTUNITIES 209

Chapter 7: Developing a global vision through marketing research 210
Chapter 8: Emerging markets 252
Chapter 9: Multinational market regions and market groups 282

DEVELOPING GLOBAL MARKETING STRATEGIES 317

Chapter 10: Global marketing management 318
Chapter 11: Small and medium size enterprise internationalisation 344
Chapter 12: Products for consumers 374
Chapter 13: Products and services for businesses 406
Chapter 14: International marketing channels 428
Chapter 15: Exporting, managing and logistics 472
Chapter 16: Integrated marketing communications and international advertising 498
Chapter 17: Personal selling and sales management 534
Chapter 18: Pricing for international markets 564

 

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