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Record Nr. |
UNINA9910818132403321 |
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Autore |
DeSimone Diane <1949-, > |
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Titolo |
Transnational marketing in the information age / / Diane DeSimone |
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Pubbl/distr/stampa |
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New York : , : Routledge, , 2013 |
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ISBN |
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1-135-68201-1 |
1-315-05322-5 |
1-135-68194-5 |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (236 p.) |
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Collana |
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Transnational business, productivity, and corporate culture |
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Disciplina |
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Soggetti |
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Export marketing |
International business enterprises |
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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 and index. |
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Nota di contenuto |
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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 |
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Sommario/riassunto |
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First Published in 1999. Routledge is an imprint of Taylor & Francis, an informa company. |
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