Chapter | The Global Market: Developing a Strategy to Manage Across Borders | 2004

Rooting Marketing Strategy in Human Universals

by Luc Wathieu, Yu Ivory Liu and Gerald Zaltman

Keywords: Marketing Strategy; Human Needs;

Citation:

Wathieu, Luc, Yu Ivory Liu, and Gerald Zaltman. "Rooting Marketing Strategy in Human Universals." Chap. 4 in The Global Market: Developing a Strategy to Manage Across Borders, edited by John A. Quelch and Rohit Deshpandé. San Francisco, CA: Jossey-Bass, 2004.