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|
|Publisher||:||Routledge 1 edition July 11, 2018|
|Number of Pages||:||594 pages|
|File Size||:||891 KB|
|Status||:||Available For Download|
|Last checked||:||21 Minutes ago!|