International Marketing

Auteurs

Philip R. Cateora

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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

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Année de publication: 1987
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Titre: International Marketing
Langue: Anglais
Auteurs: Philip R. Cateora
Publié: 1987
Format: rigide
Mots clés: Manuels, Nonfiction, Affaires et économie, Commerce et vente, L'école
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.