Irwin/McGraw-Hill

Preface The opportunities and challenges encountered today by intemational marketers are greater and more diverse than ever before. New consumers are springing forth in emerging markets from Eastern Europe, the Commonwealth of Independent States, China and other Asian countries, India, Latin...

Chapter IIntroduction to Business MarkeWhat is BASF? You may own a videotape or cassette made by BASF, but most of its products are not available directly to consumers. From its advertising campaigns, it appears that it doesn't exactly make anything (actually it makes chemicals), but it does make...