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.
- ISBN13 9780256236545
- Publish Date 16 September 1999
- Publish Status Transferred
- Out of Print 7 April 2022
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint Irwin Professional Publishing
- Format Paperback
- Pages 704
- Language English