A Short Course in International Marketing Blunders : Learn from the Mistakes of Others.

Annotation

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Mitchell, Charles (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Petaluma : Blue Ridge Summit : World Trade Press, National Book Network [distributor] Aug. 2001 ;
Temas:
Export marketing.
International business enterprises > Management.
Business failures.
Entreprises multinationales > Gestion.
Business failures
Export marketing
International business enterprises > Management
Acceso en línea:Texto completo

MARC

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050 4 |a HF1416.W48 2002 
082 0 4 |a 658.84  |2 22 
049 |a UAMI 
100 1 |a Mitchell, Charles,  |e author. 
245 1 2 |a A Short Course in International Marketing Blunders :  |b Learn from the Mistakes of Others. 
260 |a Petaluma :  |b World Trade Press,  |c Aug. 2001 ;  |a Blue Ridge Summit :  |b National Book Network [distributor] 
300 |a 1 online resource (192 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
520 8 |a Annotation  |b International marketing blunders by major companies are described in sometimes humorous detail in this book for students of international trade. Cases are grouped according to miscalculations related to language and translation, products and services, distribution, and advertising, with one chapter devoted to mistakes made when marketing Western goods to Japan. White is the executive trade director of the Foreign Trade Association of Southern California. In his 23-year career as a journalist he covered international trade as a managing editor and editor at two international trade magazines. Annotation c. Book News, Inc., Portland, OR (booknews.com). 
520 8 |a Annotation  |b This book is a highly entertaining look at the international marketing mistakes made by large and small companies. As a counterpoint to studying "the correct way", this book gives the reader the opportunity to learn from the mistakes of others. 
521 |a Scholarly & Professional  |b World Trade Press. 
505 0 |a Preface -- introduction -- table of contents -- 1 The Why of International Marketing Blunders -- 2 Language and Translation Blunders -- 3 Product and Service Blunders -- 4 Distribution Blunders -- 5 Advertising Blunders -- 6 Japan: A World Unto Itself -- 7 Internal International Blunders -- 8 Applying the Lessons Learned -- 9 The (Almost) Blunder-Proof International Marketing Plan -- 10 Glossary -- 11 Resources 
590 |a ProQuest Ebook Central  |b Ebook Central Academic Complete 
650 0 |a Export marketing. 
650 0 |a International business enterprises  |x Management. 
650 0 |a Business failures. 
650 6 |a Entreprises multinationales  |x Gestion. 
650 7 |a Business failures  |2 fast 
650 7 |a Export marketing  |2 fast 
650 7 |a International business enterprises  |x Management  |2 fast 
776 0 8 |i Print version:  |a White, Michael.  |t A Short Course in International Marketing Blunders.  |d Novato : World Trade Press, ©2002  |z 9781885073600 
856 4 0 |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=3051621  |z Texto completo 
994 |a 92  |b IZTAP 

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