Preface -- Acknowledgments -- Introduction -- Introduction to global marketing -- The global marketing environment -- The global economic environment -- The global trade environment -- Social and cultural environments -- T he political, legal, and regulatory environments -- Appr…
A marketing first approach to exploring the inter-relatedness of the key components that impact any international marketing venture - markets, the 4Ps, culture, language, political, legal and economic systems, and infrastructure - to support an understanding of the synergies bet…
Marketing management: a cultural perspective
Marketing management: a cultural perspective
"Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks access…
International marketing
by Cateora, Philip R., Gilly, Mary C., Graham, John L., Money, R. Bruce
International marketing
by Cateora, Philip R., Gilly, Mary C., Graham, John L., Money, R. Bruce
International marketing
by Cateora, Philip R., Gilly, Mary C., Graham, John L., Money, R. Bruce
International marketing
by Cateora, Philip R., Gilly, Mary C., Graham, John L., Money, R. Bruce
"This book explores the importance of global marketing and the trends and strategies that are necessary to ensure its success"
