International marketing
Cateora, Philip R.2000
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This European edition has examples from European and Asian markets. New to this volume are discussions on standardisation versus adaptation, emerging markets, green marketing, regional market groups like the EU and non-Western management structures.
Main title:
International marketing / Philip R. Cateora and Pervez N. Ghauri.
Edition:
European ed.
Imprint:
London : McGraw-Hill, c2000.
Collation:
xxi, 607p., [24]p. of plates : ill. (some col.), maps (some col.) ; 25 cm.
Notes:
Includes bibliographical references and index.
ISBN:
9780256236545 (pbk)
Dewey class:
658.848
Local class:
658.848
Language:
English
BRN:
1487841
Find it!
Total copies: 1