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

Annotation

Bibliographic Details
Call Number:Libro Electrónico
Main Author: Mitchell, Charles (Author)
Format: Electronic eBook
Language:Inglés
Published: Petaluma : Blue Ridge Summit : World Trade Press, National Book Network [distributor] Aug. 2001 ;
Subjects:
Export marketing.
International business enterprises > Management.
Business failures.
Entreprises multinationales > Gestion.
Business failures
Export marketing
International business enterprises > Management
Online Access:Texto completo
Table of Contents:
  • 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

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