International Marketing

Autor*innen

Philip R. Cateora

Buchbewertung

3,5(9)Abgeben

Parameter

Handel und Verkauf
Lehrbücher
Sachliteratur
Schule
Wirtschaft

Mehr zum Buch

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.