A revised and updated edition with examples from European and Asian markets. New to this volume are discussions on standardization versus adaptation, emerging markets, green marketing, regional market groups like the EU and non-Western management structures.
| ISBN-13: | 9780256236545 |
| ISBN-10: | 0256236542 |
| Publisher: | McGraw-Hill |
| Publication date: | 1999 |
| Pages: | 607 |
| Author: | Philip R. Cateora, Pervez N. Ghauri |
| Language: | en |
| Binding: | Hardcover |
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