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International Marketing by John L. Graham, Philip R. Cateora (1998, Hardcover) 
International Marketing by John L. Graham, Philip R. Cateora (1998, Hardcover)

 
International Marketing by John L. Graham, Philip R. Cateora (1998, Hardcover)

Publisher: McGraw-Hill College
Publication Date: 1998-10-01
Language: English
Format: Hardcover
ISBN-10: 0256259828
ISBN-13: 9780256259827
Product ID: EPID71187
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Details
Publication Date:1998-10-01

Size
Length:721 pages
Height:11.8 in
Width:8.8 in
Thickness:1.2 in
Weight:67.2 oz

Publisher's Note
International Marketing by Cateora is the market leader and through many editions set the standard by which other international texts are measured. This course covers both the marketing of consumer and industrial products/services in global markets. This book will remain a market leader by staying on top of the vast number of changes occurring in global markets.

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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