A short course in international marketing blunders : mistakes made by companies that should have known better /

A Short Course in International Marketing Blunders is a series of short case studies describing marketing mistakes made by companies who should have known better. As a counterpoint to exclusively studying ""the correct way"" or only following the.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: White, Michael, 1951-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Petaluma, CA : World Trade Press, Ã2009.
Edición:3rd ed.
Colección:Short course in international trade series.
Temas:
Business failures.
Export marketing.
International business enterprises > Management.
Entreprises multinationales > Gestion.
BUSINESS & ECONOMICS > International > Marketing.
Business failures
Export marketing
International business enterprises > Management
Computer network resources.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • International Marketing Blunders; Preface; Introduction; Table of Contents; Chapter 1: The Why of International Marketing Blunders; Chapter 2: Language and Translation Blunders; Chapter 3: Product and Service Blunders; Chapter 4: Distribution Blunders; Chapter 5: Advertising Blunders; Chapter 6: Japan: A World Unto Itself; Chapter 7: Internal "International" Blunders; Chapter 8: Applying the Lessons Learned; Chapter 9: The (Almost) Blunder-Proof International Marketing Plan; Chapter 10: Glossary; Chapter 11: Resources

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