9780072833713

International Marketing

  • ISBN 13:

    9780072833713

  • ISBN 10:

    0072833718

  • Edition: 12th
  • Format: Textbook
  • Copyright: 01/01/2004
  • Publisher: MCG
  • Newer Edition

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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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