Chapter 1 - The scope and challenge of international marketing. What you should learn from chapter 1: The benefi ts of international markets, the changing face of U.S. business, the scope of the international marketing task, the importance of the self-reference criterion (SRC) in international marketing, the increasing importance of global awareness, the progression of becoming a global marketer.
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Lecture International marketing (15/e): Chapter 1 - Cateora, Gilly, Graham
Lecture International marketing (15/e): Chapter 1 - Cateora, Gilly, Graham
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