Aurélia Durand

Marketing and Globalization (eBook, PDF)

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 596
• Erscheinungstermin: 17. Juli 2018
• Englisch
• ISBN-13: 9781315474168
• Artikelnr.: 56841381

Autorenporträt

Aurélia Durand is an associate professor of international business at HEC Montréal, Canada. She earned a BBA in Entrepreneurship and holds an MBA as well as a PhD in Management. She has worked in the consulting industry in her native country of France and has held academic positions in Argentina and Chile.

Inhaltsangabe

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