000			04015nam a22002777a 4500
005			20250515083207.0
020			_a9781266151637 _cTZS 117,450/=
040			_aMUL _beng. _eAACR2
082			_a658.84 INT
245			_aInternational marketing / _cPhilip R. Cateora (Author), R. Bruce Money (Author), Mary C. Gilly (Author), and John L. Graham (Author)
250			_a19th edition.
260			_aNew York: _bMcGraw-Hill, _cc 2024
300			_axxvi, 710p. : _biil.(some colo.) ; _c28 cm.
500			_aIncludes glossary and name index (p.650-684)
504			_aIncludes subject index (p.685-710).
505			_aPART ONE: AN OVERVIEW Chapter 1: The Scope and Challenge of International Marketing Chapter 2: The Dynamic Environment of International TradePART TWO: THE CULTURAL ENVIRONMENT OF GLOBAL MARKETS Chapter 3: History and Geography: The Foundations of Culture Chapter 4: Cultural Dynamics in Assessing Global MarketsChapter 5: Culture, Management Style, and Business Systems Chapter 6: The Political Environment: A Critical Concern Chapter 7: The International Legal Environment: Playing By the Rules PART THREE: ASSESSING GLOBAL MARKET OPPORTUNITIES Chapter 8: Developing a Global Vision through Marketing ResearchChapter 9: Economic Development and the Americas Chapter 10: Europe, Africa, and the Middle East Chapter 11: The Asia Pacific RegionPART FOUR: DEVELOPING GLOBAL MARKETING STRATEGIES Chapter 12: Global Marketing Management: Planning and Organization Chapter 13: Products and Services for ConsumersChapter 14: Products and Services for Businesses Chapter 15: International Marketing Channels Chapter 16: Integrated Marketing Communications and International Advertising Chapter 17: Personal Selling and Sales Management Chapter 18: Pricing for International MarketsPART FIVE: IMPLEMENTING GLOBAL MARKETING STRATEGIES Chapter 19: Inventive Negotiations with International Customers, Partners, and Regulators PART SIX: SUPPLEMENTARY MATERIAL The Country Notebook—A Guide for Developing a Marketing Plan CASES (Cases can be found in SmartBook or the Instructor Resources within Connect) An Overview 1-1 Starbucks—Going Global Fast 11-2 Nestlé: The Infant Formula Controversy 1-3 Coke and Pepsi Learn to Compete in India 1-4 Marketing Microwave Ovens to a New Market Segment1-5 Living in a Box . . . The Way of the Future? The Cultural Environment of Global Marketing 2-1 The Not-So-Wonderful World of EuroDisney—to Paris, Hong Kong, Shanghai, and Beyond 2-2 Cultural Norms, Fair & Lovely, and Advertising 2-3 Starnes-Brenner Machine Tool Company: To Bribe or Not to Bribe? 2-4 Ethics and Airbus 2-5 Coping with Corruption 2-6 When International Buyers and Sellers Disagree 2-7 McDonald’s and Obesity2-8 Ultrasound Machines, India, China, and a Skewed Sex Ratio 2-9 Counterfeit Mobile Phones in Southeast Asia Assessing Global Market Opportunities 3-1 International Marketing Research at the Mayo Clinic 3-2 Swifter, Higher, Stronger, Dearer3-3 Marketing to the Bottom of the Pyramid 3-4 Continued Growth for Zara and Inditex 3-5 Club Med and the International Consumer 3-6 Gillette: The 11-Cent Razor, India, and Reverse Innovation 3-7 Amazon in Emerging Markets Developing Global Marketing Strategies 4-1 Tambrands—Overcoming Cultural Resistance 4-2 Futuram’s Risk Management Strategy 4-3 Sales Negotiations Abroad for MRI Systems 4-4 National Office Machines—Motivating Japanese Salespeople: Straight Salary or Commission?4-5 AIDS, Condoms, and Carnival 4-6 Making Socially Responsible and Ethical Marketing Decisions: Selling Tobacco to Third World Countries 4-7 The Obstacles to Introducing a New Product into a New Market 4-8 Mary Kay in India 4-9 Noland Stores Cleans Up Its Act
650			_aExport marketing
650			_aInternational business enterprises
650			_aInternational trade
650			_aGlobal markets
700			_aCateora, Philip R.
700			_aMoney, R. Bruce
700			_aGilly, Mary C.
700			_aGraham, John L.
942			_cBK
999			_c10878 _d10878