International marketing - Cateora, Philip R.; Graham, John L. (Boston : McGraw-Hill/Irwin, 2005)
The scope and challenge of international marketing -- The dynamic environment of international trade -- History and geography: the foundations of culture -- Cultural dynamics in assessing global markets -- Culture, management style, and business systems -- The political environment: critical concern -- The international legal environment: playing by the rules -- Developing a global vision through marketing research -- Emerging markets -- Multinational market regions and market groups -- Global marketing management: planning and organization -- Products and services for consumers -- Products and services for businesses -- International marketing channels -- Exporting and logistics: special issues for business -- Integrated marketing communications and international advertising -- Personal selling and sales management -- Pricing for international markets -- Negotiating with international customers, partners, and regulators
Includes bibliographical references and indexes
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Keywords: Empresas internacionales; Export marketing; International business enterprises; Internationale marketing