Binding: Paperback
Description: 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.
Title: Marketing And Globalization
Author(s): Durand Aurelia
Publisher: Taylor & Francis Ltd
Barcode: 9781138202344
Pages: 572 Pages, 55 Tables, Black And White; 152 Line Drawings, Black And White; 35 Halftones, Black And W
Publication Date: 7/19/2018
Category: Sales & Marketing