Cateora Hess International Marketing ISBN 13: 9780071156738

International Marketing - Softcover

9780071156738: 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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  • PublisherMcGraw-Hill Professional
  • Publication date1998
  • ISBN 10 0071156739
  • ISBN 13 9780071156738
  • BindingPaperback
  • Number of pages768
  • Rating

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