International Marketing, European Edition
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International Marketing, European Edition by Philip Cateora
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.
Phillip R. CateoraProfessor Emeritus, The University of Colorado at Boulder. Received his Ph.D. from the University of Texas at Austin where he was elected to Beta Gamma Sigma. In his academic career at the University of Colorado he has served as Division Head of Marketing, Coordinator of International Business Programs, Associate Dean, and Interim Dean. His teaching has spanned a range of courses in marketing and international business, from fundamentals through the doctoral level. He received the University of Colorado Teaching Excellence Award and the Western Marketing Educators Associations Educator of the Year Award. Professor Cateora has conducted faculty workshops on internationalizing principles of marketing courses for the AACSB and participated in designing and offering similar faculty workshops under a grant by the Department of Education. In conjunction with these efforts, he co-authored Marketing: An International Perspective, a supplement to accompany principles of marketing texts. Professor Cateora has served as consultant to small export companies as well as multinational companies, served on the Rocky Mountain Export Council, and taught in management development programs. He is a Fellow of the Academy of International Business.
| SKU | Unavailable |
| ISBN 13 | 9780256236545 |
| ISBN 10 | 0256236542 |
| Title | International Marketing, European Edition |
| Author | Philip Cateora |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | McGraw-Hill Education - Europe |
| Year published | 1999-09-16 |
| Number of pages | 704 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |