Penulis : Philip R Cateora
Penerbit : Toppan
Cetakan : 1987
Tebal : 839 Halaman
Daftar Isi :
I. An Overview
1. The Scope and Challenge of International Marketing
2. International Trade: Concepts and Theory
3. Strategic Planning and Organizing for International Marketing
II. The Cultural Environment of Global Marketing
4. Cultural Dynamics in Assessing Global Markets
5. Business Customs and Practices in Global Marketing
6. Political Environment-A Special Problem
7. The International Legal Environment
8. Geography
9. Mutinational Markets
10. Developing Markets and Market Behavior
III. International Marketing Management
11. Researching Global Markets
12. Developing Consumer Products for Global Markets
13. Marketing Industrial Products and Business Services
14. The International Advertising and Promotion Effort
15. Personal Selling and Personnel Management
16. Pricing for International Markets
17. The International Distribution System
18. Export Trade Mechanics and Logistics
IV. Corporate Context of Marketing
19. Financial Requirement for International Marketing
20. Coordinating ang Controlling Global Marketing Operations
Appendix: The Country Notebook-A Guide for Developing a Marketing Plan
V. Cases
1. The Cultural Environment of Global Marketing
2. International Marketing and the Corporate Context of Marketing