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

Rooting Marketing Strategy in Human Universals

By: Luc Wathieu, Yu Ivory Liu and Gerald Zaltman
  • Format:Print
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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.

About The Author

Gerald Zaltman

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