Cases in Marketing Scott C. Bauer Pushing beyond political and cultural

Pushing beyond political and cultural explanations for Indigenous-European relations in the borderlands of North America

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Sebastian Reiche is Professor of People Management at IESE Business School in Barcelona

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Cases in Marketing Scott C. Bauer Pushing beyond political and cultural"Cases in marketing" highlights key marketing issues in contexts characterized by diversity of markets, competitors and consumers. Some cases draw on students'ability to think about broader strategic issues such as: global standardization versus customization; managing the globalization process; internationalization strategies; rapid change in industries due to global developments; international marketing. Other cases draw on student's analytical