Marketing and Globalization e-bog
473,39 DKK
(inkl. moms 591,74 DKK)
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 marke...
E-bog
473,39 DKK
Forlag
Routledge
Udgivet
17 juli 2018
Længde
572 sider
Genrer
Politics and government
Sprog
English
Format
pdf
Beskyttelse
LCP
ISBN
9781315474168
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.Durand's unique approach moves beyond marketing management and strategy issues and provides students with the broader context to understand the marketing practices they'll 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.