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International Marketing

ISBN: 9780072398847 | 0072398841
Edition: 11th
Format: Hardcover
Publisher: McGraw Hill College Div
Pub. Date: 8/1/2001

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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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