Marketing and Globalization

Aurélia Durand (Autor)

Buch | Hardcover

572 Seiten

2018
Routledge (Verlag)
978-1-138-20233-7 (ISBN)

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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.

Aurélia Durand is an associate professor of international business at HEC Montréal, Canada. She earned a BBA in Entrepreneurship and holds an MBA as well as a PhD in Management. She has worked in the consulting industry in her native country of France and has held academic positions in Argentina and Chile.

1. Globalization 2. Internaltionalization 3. Standardization and Adaptation 4. Geographic and Pyschic Distances 5. Cultural Distances 6. Administrative Distance 7. Economic and Technological Distances 8. Bottom of the Pyramid Marketing 9. Reverse Innovation 10. Mobile Marketing 11. Origin-Based Marketing 12. Cause-Related Marketing Overall Book Conclusion

Erscheinungsdatum	10.10.2018
Zusatzinfo	55 Tables, black and white; 152 Line drawings, black and white; 35 Halftones, black and white; 187 Illustrations, black and white
Verlagsort	London
Sprache	englisch
Maße	152 x 229 mm
Gewicht	453 g
Themenwelt	Sozialwissenschaften ► Politik / Verwaltung
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	1-138-20233-9 / 1138202339
ISBN-13	978-1-138-20233-7 / 9781138202337
Zustand	Neuware