International Marketing
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Book Details
Author(s)JOHN L. GRAHAN PHILLIP R. CATEORA
PublisherIrwin Professional Pub
ISBN / ASIN0072398841
ISBN-139780072398847
MarketplaceFrance 🇫🇷
Description ▲
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.