International marketing /
Contributor(s): Cateora, Philip R | Gilly, Mary C | Graham, John L | Money, R. Bruce.
Publisher: New York : McGrawHill Education, 2016Edition: 17th edition.Description: xxxvi, 662 pages : illustrations (coloured) ; 28 cm.Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781259253065; 9781259253065:; 1259253066.Subject(s): International Marketing -- Business | Export marketing | International business enterprisesDDC classification: 658.84Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.84 CAT (Browse shelf(Opens below)) | 1 | Available | 0064521 |
Includes bibliographic references and indexes.
Part one : an overview -- Part two : the cultural environment of global markets -- Part three : assesssing global market opportunities -- Part four : developing global marketing startegies -- Part five : implementing global market strategies -- Part six : supplementary material -- Glossary -- Photo credits -- Name index -- Subject index.
This edition contains an increase in coverage of technology's impact on the international market arena and a more comprehensive website listing, helping to provide updates to text content in this continually changing field.