International Marketing: Strategy and Theory - John Shaw, Sak Onkvisit - Google Books

https://books.google.de/books?id=aZd_AgAAQBAJ&pg=PA425

Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisified in the same way.The…