McGraw-Hill/Irwin Series in Marketing
1 total work
This text concentrates on explaining how culture and environment for different countries affect marketing strategy. Emerging trends are emphasized: strategic internaitonal alliances, Green marketing, TQM and the Japanese distribution system. There is coverage of new and expanded market groups as result of the North American Free Trade Agreement, European Economic Area, and Enterprise for Americas Initiative. This edition looks at the role of research and market segmentation in the global marketing process. In addition, there is a discussion of gender bias in international markets, and an ethics decision tree to guide students through the ethical decision making process.