ISBN-13: 9780761955702 / Angielski / Miękka / 1997 / 224 str.
ISBN-13: 9780761955702 / Angielski / Miękka / 1997 / 224 str.
This work highlights key marketing issues in contexts characterized by diversity of markets, competitors and consumers. Cases draw on students' ability to think about broader strategic issues such as global standardization versus customization.