Marketing and Globalization

ISBN-13: 9781138202337 / Angielski / Twarda / 2018 / 596 str.

Aurelia Durand

Opis

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.

Spis treści

1. Globalization  2. Internaltionalization  3. Standardization and Adaptation  4. Geographic and Pyschic Distances  5. Cultural Distances  6. Administrative Distance  7. Economic and Technological Distances  8. Bottom of the Pyramid Marketing  9. Reverse Innovation  10. Mobile Marketing  11. Origin-Based Marketing  12.  Cause-Related Marketing  Overall Book Conclusion