The Life and Adventures of James R. Durand: During a Period of Fifteen Years, from 1801 to 1816: In Which Time He Was Impressed on Board the British F, Durand James R.
Автор: Durand, Aurelia (hec Montreal, Canada) Название: Marketing and globalization durand ISBN: 1138202347 ISBN-13(EAN): 9781138202344 Издательство: Taylor&Francis Рейтинг: Цена: 8726.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
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.
