International marketing

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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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International marketing, Philip R. Cateora, R. Bruce Richard Bruce Money, Mary C. Gilly, John L. Graham

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Pubblicato: 2020

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Titolo: International marketing
Lingua: Inglese
Autori: Philip R. Cateora, R. Bruce Richard Bruce Money, Mary C. Gilly, John L. Graham
Editore: McGraw-Hill
Pubblicato: 2020
ISBN10: 1260547876
ISBN13: 9781260547870
Tag: Libri di testo, Saggistica, Economia e affari, Commercio e vendita, Scuola
Descrizione: 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.