International Marketing
- Philip R. Cateora
- John L. Graham
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Know about the book -
International Marketing is written by Philip R. Cateora and published by McGraw-Hill/Irwin. It's available with International Standard Book Number or ISBN identification 0072398841 (ISBN 10) and 9780072398847 (ISBN 13).
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.
