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International Marketing (McGraw-Hill International Editions: Marketing Series)

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International Marketing (McGraw-Hill International Editions: Marketing Series) image
ISBN-10:

0071152091

ISBN-13:

9780071152099

Author(s): Philip R. Cateora
Edition: Internat.9r.e.
Released: May 01, 1997
Publisher: McGraw-Hill Education (ISE Editions)
Format: Paperback, 770 pages
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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.

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