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International Marketing, European Edition

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International Marketing, European Edition - Cateora, Philip, and Ghauri, Pervez
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This European edition is a revised and completely updated adaptation of the US text by Cateora, a well-established international marketing text. It provides authoritative coverage of marketing issues and many examples taken from European and Asian countries. New issues include Standardization versus Adaptation, Emerging Markets, Green Marketing, Regional Market Groups like EU, Non-Western Management Structures and the Organization of International Operations.

International Marketing, European Edition 1999, Irwin Professional Publishing, New York

ISBN-13: 9780256236545