International marketing / Philip R. Catoera...[et al].

"International marketing addresses global issues and describes concepts relevant to all international marketers, regardless of their international involvement. Notwithstanding the extent of global perspective that firms may have, they are affected by the competitive activity in the global marketplace. It is this perspective that the authors bring into this edition of the text. The text focuses on the strategic implications of competition in different markets. The environmental and cultural approach to international marketing permits a truly global orientation.thus the reader horizon is not limited to any specific nation but the text provides an approach and framework for identifying and analysing the important cultural and Environmental uniqueness of any nation or global region."--