International marketing / Philip R. Cateora, John L. Graham and Prashant Salwan
By: Cateora, Philip R
Contributor(s): Graham, John L -- author | Salwan, Prashant -- author
Material type:
TextLanguage: English Publisher: New Delhi : McGraw hill education, 2011Edition: 13th edDescription: xxxi, 888 p. : ill. ; 24 cmISBN: 9780070666993 (pbk.)Subject(s): International marketingDDC classification: 658.848 CAT
| Item type | Current location | Call number | Status | Date due | Barcode |
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Books
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WeSchool, Bangalore | 658.848 CAT (Browse shelf) | Available | B016209 |
Summary : This pioneering text provides a well-rounded perspective of international markets that encompasses history, geography, language, and religion as well as economics. It helps students to see the cultural and environmental uniqueness of any nation or region. The 13th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools. Indian examples and cases have been included to make the book more useful to the MBA students of India. These are on outbound investment and global brands by Indian companies like Ranbaxy, Tata Tea, Wipro, Bharat Forge, Sundaram Fasteners and many more. International data has been supplemented with Indian data at relevant places. Bilateral and multilateral trade relations involving India, and discussion on export-import documentation have also been included. Key Features: Provides a well-rounded perspective of international markets that encompasses culture, history, geography, language, religion, politics, law, and economics Gives a focused coverage of big emerging markets (BEMs), evolving global middle-income households, bottom-of-the-pyramid markets, and channel structures in Europe, Japan, USA, Latin America, and BRIC countries Integrates Indian data, examples and cases to make the discussion more relevant to the MBA students closer home Incorporates discussion on the effect of the Internet, cell phones, and other tools of information technology on international marketing Covers both consumer and industrial services in detail, reflecting the rise of service-based occupations Includes detailed coverage of the WTO, NAFTA and CAFTA, the war on terrorism, and Asian/Pacific economic cooperation Encompasses the latest quantitative and qualitative multicultural research Include
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