International Marketing

Philip R. Cateora, John Graham - Collection International Edition

702 pages, parution le 13/03/2006 (13^eme édition)

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Résumé

Cateora and Graham's International Marketing is far and away the best selling text in the field, with a pioneering approach to making the material accessible and relevant that has become the standard by which other books are judged. Providing a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics, Cateora helps students to see the cultural and environmental uniqueness of any nation or region. The 13^th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools.

Sommaire

An Overview
The Cultural Environment of Global Markets
Assessing Global Market Opportunities
Developing Global Marketing Strategies
Implementing Global Marketing Strategies
Supplementary Material
The Country Notebook
Cases
Glossary
Name Index
Subject Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Philip R. Cateora, John Graham
Collection	International Edition
Parution	13/03/2006
Édition	13^eme édition
Nb. de pages	702
Format	21,5 x 27,5
Couverture	Broché
Poids	1482g
Intérieur	Quadri
EAN13	9780071105941
ISBN13	978-0-07-110594-1