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Record Nr. |
UNINA9910806202903321 |
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Autore |
White Michael <1951-> |
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Titolo |
A short course in international marketing blunders : mistakes made by companies that should have known better / / Michael White |
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Pubbl/distr/stampa |
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Petaluma, CA, : World Trade Press, c2009 |
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ISBN |
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1-282-18471-7 |
9786612184710 |
1-60780-080-2 |
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Edizione |
[3rd ed.] |
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Descrizione fisica |
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1 online resource (187 p.) |
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Collana |
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The short course in international trade series |
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Disciplina |
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Soggetti |
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Business failures |
Export marketing |
International business enterprises - Management |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references (p. 181-182). |
Includes web resources. |
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Nota di contenuto |
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International Marketing Blunders; Preface; Introduction; Table of Contents; Chapter 1: The Why of International Marketing Blunders; Chapter 2: Language and Translation Blunders; Chapter 3: Product and Service Blunders; Chapter 4: Distribution Blunders; Chapter 5: Advertising Blunders; Chapter 6: Japan: A World Unto Itself; Chapter 7: Internal "International" Blunders; Chapter 8: Applying the Lessons Learned; Chapter 9: The (Almost) Blunder-Proof International Marketing Plan; Chapter 10: Glossary; Chapter 11: Resources |
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Sommario/riassunto |
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A Short Course in International Marketing Blunders is a series of short case studies describing marketing mistakes made by companies who should have known better. As a counterpoint to exclusively studying ""the correct way"" or only following the |
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