000			03102nam a2200289 i 4500
003			MIUC
005			20230201144724.0
008			170613s2016 nyua 001 | eng
020			_a9781259253065
040			_aMIUC _beng _cMIUC
082	0		_a658.84
245	0	0	_aInternational marketing / _cPhilip R. Cateora, Mary C. Gilly, John L. Graham, R. Bruce Money.
250			_aSeventeenth edition, international ed.
260			_aNew York : _bMcGraw-Hill Education, _c2016.
300			_axxxvi, 662 p. : _bill. col. ; _c28 cm.
336			_2rdacontent _atext
500			_aIncludes index.
505	0		_aPt. 1. An overview -- Ch. 1. The scope and challenge of international marketing -- Ch. 2. The dynamic environment of international trade -- Pt. 2. The cultural environment of global markets -- Ch. 3. History and geography; the foundations of culture -- Ch. 4. Cultural dynamics in assessing global markets -- Ch. 5. Culture, management style, and business systems -- Ch. 6. The political environment: a critical concern -- Ch. 7. The international legal environment: playing by the rules -- Pt. 3. Assessing global market opportunities -- Ch. 8. Developing a global vision through marketing research -- Ch. 9. Economic development and the Americas -- Ch. 10. Europe, Africa, and the Middle East -- Ch. 11. The Asia Pacific Region -- Pt. 4. Developing global marketing strategies -- Ch. 12. Global marketing management: planning and organization -- Ch. 13. Products and services for consumers -- Ch. 14. Products and services for businesses -- Ch. 15. International marketing channels -- Ch. 16. Integrated marketing communications and international advertising -- Ch. 17. Personal selling and sales management -- Ch. 18. Pricing for international markets -- Pt. 5. Implementing global marketing strategies -- Ch. 19. Inventive negotiations with international customers, partners, and regulators -- Pt. 6. Supplementary material -- The country notebook -- Cases.
520			_aPioneers in the field, Cateora, Gilly, and Graham continue to set the standard in this 17th edition of International Marketing with their well-rounded perspective of international markets that encompass history, geography, language, and religion as well as economics, which helps students see the cultural and environmental uniqueness of any nation or region. In addition to coverage of technology's impact on the international market arena, the 17th edition of International Marketing features new topics that reflect recent changes in global markets, updated teaching resources, and new learning tools including McGraw-Hill's Connect with its adaptive SmartBook that lets instructors assign textbook readings and incentivize students' engagement with course content.
650		0	_93419 _aExport marketing
650		0	_9233 _aInternational business enterprises
700	1		_4aut _93421 _aCateora, Philip R.
700	1		_4aut _93422 _aGilly, Mary C.
700	1		_4aut _93424 _aGraham, John L.
700	1		_4aut _93423 _aMoney, R. Bruce _q(Richard Bruce)
942			_2ddc _cBK