First Published in 1999. Routledge is an imprint of Taylor & Francis, an informa company.
BooknewsDescribes needed changes to traditional core marketing issues in order to address the new transnational environment, sets forth critical requirements of understanding the cultural core values of new markets, and presents a scenario to demonstrate the application of enhanced marketing techniques. This scenario depicts in story form the development of a marketing strategy for the introduction of a business-to-business product into Mexico. Besides demonstrating traditional issues of global marketing, this scenario also includes elements of political economics and sociological culture that a transnational marketer must take into consideration when implementing a marketing strategy in a new country market. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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