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Cateora, Philip R.

International marketing / Philip R. Cateora, Mary C. Gilly, John L. Graham. - Sixteenth edition. International edition. - New York : McGraw-Hill Education, 2015. - xxxiii, 637 pages : illustrations ; 26 cm volume

"Printed in the Philippines."--Copyright page. Glossary : p. 602-610. Includes indexes.

An Overview -- The Cultural Environment of Global Markets -- Assessing Global Market Opportunities -- Developing Global Marketing Strategies -- Implementing Global Marketing Strategies -- Supplementary Materials.

ISBN: 9789814646086 9814646083

Subjects--Topical Terms:
Export marketing
International business enterprises
International marketing

Dewey Class. No.: 658.84 / C28 2015