Philip R. Cateora Books

International marketing
International marketing

By Philip R. Cateora

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This edition contains an increase in coverage of technology's impact on the international market arena and a more comprehensive website listing, helping to provide updates to text content in this c...

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If you’ve ever purchased a product online or in a store, you’ve likely come across a barcode. Behind these barcodes lies a standardized system that makes modern commerce possible. Two key codes often encountered are the EAN (European Article Number) and ISBN (International Standard Book Number). But what are they, how are they connected, and why are they so crucial? Let’s explore.

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