1.

Record Nr.

UNINA9910464064303321

Autore

DeSimone Diane <1949-, >

Titolo

Transnational marketing in the information age / / Diane DeSimone

Pubbl/distr/stampa

New York : , : Routledge, , 2013

ISBN

1-315-05322-5

1-135-68194-5

Descrizione fisica

1 online resource (236 p.)

Collana

Transnational business, productivity, and corporate culture

Disciplina

658.8/48

Soggetti

Export marketing

International business enterprises

Electronic books.

Lingua di pubblicazione

Inglese

Formato

Materiale a stampa

Livello bibliografico

Monografia

Note generali

Description based upon print version of record.

Nota di bibliografia

Includes bibliographical references and index.

Nota di contenuto

Cover; Half Title; Title Page; Copyright Page; Dedication; Table of Contents; Preface; Introduction; Section I: Transnational Marketing-Concept; Chapter 1: Is It Still the Product, Price, Promotion & Place "Business as Usual" in a Transnational Market?; Chapter 2: The Big "C" Within the 4 "P's"; Chapter 3: The 4 "P's" Within the Even Bigger "C"- Culture; Section II: A Marketing Planning Scenario; Chapter 4: The Chicken or the Egg;  Which Comes First, Product or Market Definition?; Chapter 5: Competition; Chapter 6: Customer Targets; Chapter 7: The Intermediaries

Chapter 8: Building CredibilityChapter 9: Price and Pesos; Chapter 10: Summary; Appendix; References; Index

Sommario/riassunto

First Published in 1999. Routledge is an imprint of Taylor & Francis, an informa company.