International Marketing - Brossura

Cateora, Philip R.; Hess, John M.

Brossura

ISBN 10: 0071152091 ISBN 13: 9780071152099

Casa editrice: McGraw-Hill Education (ISE Editions), 1997

Riassunto

This text explains how the culture and environment of different countries affect marketing strategy. It features a new organization that draws attention to the role of research and market segmentation in the global marketing process. This edition covers topics such as the Emerging Markets, the WTO and relationship marketing. It emphasizes emerging trends including Strategic International Alliances, Green Marketing, TQM and the Japanese Distribution System. Coverage of new and expanded market groups resulting from the North American Free Trade Agreement, European Economic Area, Enterprise for Americas Initiative, Commonwealth of Independent States, New Republics and Baltic States are also included. Case studies are also featured.

Su questa edizione

• Editore: McGraw-Hill Education (ISE Editions)
• Data di pubblicazione: 1997
• ISBN 10: 0071152091
• ISBN 13: 9780071152099
• Rilegatura: Copertina flessibile
• Numero di pagine: 770