02944nam 2200685Ia 450 991077798460332120200520144314.01-282-18471-797866121847101-60780-080-2(CKB)1000000000762290(EBL)439437(OCoLC)609840446(SSID)ssj0000674490(PQKBManifestationID)11395967(PQKBTitleCode)TC0000674490(PQKBWorkID)10646591(PQKB)11725333(Au-PeEL)EBL439437(CaPaEBR)ebr10305901(PPN)170224961(MiAaPQ)EBC439437(EXLCZ)99100000000076229020091019d2009 uy 0engur|n|---|||||txtccrA short course in international marketing blunders[electronic resource] mistakes made by companies that should have known better /Michael White3rd ed.Petaluma, CA World Trade Pressc20091 online resource (187 p.)The short course in international trade seriesDescription based upon print version of record.1-60780-008-X Includes bibliographical references (p. 181-182).Includes web resources.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: ResourcesA 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 theShort course in international trade series.International marketing blundersMistakes made by companies that should have known betterBusiness failuresExport marketingInternational business enterprisesManagementBusiness failures.Export marketing.International business enterprisesManagement.658.8658.8/48658.848White Michael1951-28398MiAaPQMiAaPQMiAaPQBOOK9910777984603321A Short course in international marketing blunders3686394UNINA