International Marketing

ISBN-10: 0256036403
ISBN-13: 9780256036404
Series: International Marketing
Pages: 839
Language: English
Published: 1987
Publisher: Irwin
Author: Philip R. Cateora

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.