International Marketing
Book Details
Author(s)
JOHN L. GRAHAN PHILLIP R. CATEORA
Publisher
Irwin Professional Pub
ISBN / ASIN
0072398841
ISBN-13
9780072398847
Sales Rank
#622,302
Marketplace
United States 🇺🇸
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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.
