- EAN13
- 9780857026224
- Éditeur
- SAGE Publications Ltd
- Date de publication
- 10/10/1997
- Langue
- anglais
- Fiches UNIMARC
- S'identifier
Livre numérique
-
Aide EAN13 : 9780857026224
-
Fichier PDF, avec DRM Adobe
- Impression
-
11 pages
- Copier/Coller
-
11 pages
- Partage
-
6 appareils
56.14 -
Fichier PDF, avec DRM Adobe
This rich collection of case studies highlights key marketing issues in an
international context characterized by diversity of markets, competitors and
consumers.
Some of the cases require students to synthesize broader strategic issues such
as: entering the global market; coping with international competition;
managing the globalization process; adapting to rapid change due to worldwide
developments; and weighing global standardization against customization. Other
cases bring students' analytical skills to bear on issues of a more tactical
nature such as: international market and competition; the collection and use
of data in market research; evaluating communication effectiveness; and
multifactor portfolio analysis.
Together they offer a detailed insight into the practicalities of marketing
across national borders and cultures.
international context characterized by diversity of markets, competitors and
consumers.
Some of the cases require students to synthesize broader strategic issues such
as: entering the global market; coping with international competition;
managing the globalization process; adapting to rapid change due to worldwide
developments; and weighing global standardization against customization. Other
cases bring students' analytical skills to bear on issues of a more tactical
nature such as: international market and competition; the collection and use
of data in market research; evaluating communication effectiveness; and
multifactor portfolio analysis.
Together they offer a detailed insight into the practicalities of marketing
across national borders and cultures.
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