UID:
almahu_9949383898802882
Format:
1 online resource (594 pages) :
,
illustrations
Edition:
First edition.
ISBN:
9781315474175
,
1315474174
Content:
"This concise text focuses squarely on the issues facing marketers in an increasingly global world. It identifies several trends, linking them together, and positioning them as marketing practices that companies implement as a way of responding to the major consequences of globalization. The book also includes case studies to illustrate new practices, and allow students to discuss issues of market selection, entry modes, segmentation, targeting, and positioning, as well as product, price, distribution, promotion, and corporate communication policies in a globalized world. Durands unique approach moves beyond marketing management and strategy issues, and provides students with the broader context to understand the marketing practices theyll use in the real world. This book will prove to be an essential resource for any student of marketing and international business working to stay ahead in an increasingly competitive and global industry."--Provided by publisher.
Note:
Globalization -- Internationalization -- Standardization and adaptation -- Geographic distance and psychic distance -- Cultural distance -- Administrative distance -- Economic and technological distances -- Bottom of the pyramid marketing -- Reverse innovation -- Mobile marketing -- Origin-based marketing -- Cause-related marketing.
Additional Edition:
ISBN 9781315474168
Additional Edition:
ISBN 9781315474151
Additional Edition:
ISBN 9781315474175
Additional Edition:
ISBN 9781315474144
Additional Edition:
ISBN 9781138202337
Additional Edition:
ISBN 9781138202344
Language:
English
Keywords:
Electronic books.
;
Electronic books.
URL:
https://www.taylorfrancis.com/books/9781315474175
Bookmarklink
