Lecture International marketing (16th edition) - Chapter 3: History and geography: The foundations of culture
Lecture International marketing (16th edition) - Chapter 3: History and geography: The foundations of culture
After studying this chapter you will be able to understand: The importance of history and geography in understanding international markets, the effects of history on a country’s culture, how culture interprets events through its own eyes, how long-past U.S. international policies still affect customer attitudes abroad, the effect of geographic diversity on economic profiles of a country,...