Table of contents for International marketing / Philip R. Cateora, John L. Graham.
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Part I An Overview
The Scope and Challenge of International Marketing
The Dynamic Environment of International Trade
Part II The Cultural Environment of Global Markets
History and Geography: The Foundations of Culture
Cultural Dynamics in Assessing Global Markets
Culture, Management Style, and Business Systems
The Political Environment: A Critical Concern
The International Legal Environment: Playing by the Rules
Part III Assessing Global Market Opportunities
Developing a Global Vision through Market Research
Emerging Markets
Multinational Market Regions and Market Groups
Part IV Developing Global Marketing Strategies
Global Marketing Management: Planning and Organization
Products and Services for Consumers
Products and Consumers 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
Part V Implementing Global Marketing Strategies
Negotiating with International Customers, Partners, and Regulators
Part VI Supplementary Material
The Country Notebook
Cases
Library of Congress subject headings for this publication:
Export marketing.
International business enterprises.