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International marketing / Philip R. Cateora, John L. Graham
By: Cateora, Philip R [autor]
| Graham, John L [autor].
Material type: 
TextPublisher: Boston : McGraw-Hill, 2007Edition: Decimotercera edición.Description: xxxii, 702 páginas : ilustraciones a color.Subject(s): Comercio exterior | Mercadeo -- Investigaciones | Política de precios | Administración de ventas | Mercadeo -- Historia | Empresas internacionalesDDC classification: 658.848 C359i 2007 Abstract: [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.
| Item type | Current location | Collection | Call number | Copy number | Status | Date due | Barcode |
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| Libro (general) | Biblioteca Central UNIBE | General | 658.848 C359i 2007 (Browse shelf) | Ej.1 | Available | 130470 |
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| 658.84 W564c 2000 Los canales de distribución : | 658.848 A492 El ambiente cultural internacional | 658.848 B548m Marketing internacional avanzado / | 658.848 C359i 2007 International marketing / | 658.848 C359m 1995 Marketing internacional / | 658.848 C359m 1995 Marketing internacional / | 658.848 C359m 1995 Marketing internacional / |
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.