International marketing /
Philip R. Cateora, John L. Graham
- Decimotercera edición
- Boston : McGraw-Hill, 2007
- xxxii, 702 páginas : ilustraciones a color
Originally published: Boston, Mass. : McGraw-Hill/Irwin, c2007. 13th ed.
Incluye referencias bibliográficas
[This book] addresses global issues and describes concepts relevant to all international marketers, regardless of the extent of their international involvement.... Emphasis is on the strategic implications of competition in different country markets. An environmental/cultural approach to international marketing permits a truly global orientation. The reader's horizons are not limited to any specific nation or to the particular ways of doing business in a single nation. Instead, the book provides an approach and framework for identifying and analyzing the important cultural and environmental uniqueness of any nation or global region.... The text is designed to stimulate curiosity about management practices of companies, large and small, seeking market opportunities outside the home country and to raise the reader's consciousness about the importance of viewing international marketing management strategies from a global perspective. -Pref.
Comercio exterior Mercadeo --Investigaciones Política de precios Administración de ventas Mercadeo --Historia Empresas internacionales