Fundamentals of MarketingStanton
International Marketing
Cateora, Philip R.; Graham, John
9780256259827
ISBN 10: 0256259828 / 0-256-25982-8
ISBN 13: 9780256259827
Publication Date: 1999
Binding: Hardcover
ISBN 13: 9780256259827
Publication Date: 1999
Binding: Hardcover
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Synopsis:
The undisputed leader in international marketing, this book pioneered the environmental/cultural approach to the field. It concentrates on explaining how a nation's culture and environment should be central to any marketing strategy. Hot topics are also emphasized, including Strategic International Alliances, Green Marketing, TQM, the Japanese distribution system, NAFTA, the Commonwealth of Independent States, and much more.
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