02473nam 2200565Ia 450 991096839100332120251117114951.0(CKB)111086906337536(CtWfDGI)bkb00001299(SSID)ssj0000284155(PQKBManifestationID)12062144(PQKBTitleCode)TC0000284155(PQKBWorkID)10261077(PQKB)10603386(OCoLC)52967449(MiAaPQ)EBC3051621(BIP)6508139(EXLCZ)9911108690633753620010523d2002 uy 0engurzn||||||txtccrA Short course in international marketing blunders mistakes made by companies that should have known better /Michael WhiteNovato, CA World Trade Press2002x, 182 pThe Short course in international trade seriesTitle from title screen.1-885073-60-7 Includes bibliographical references.Intro -- preface -- introduction -- table of contents -- 1 The Why of International Marketing Blunders -- 2 Language and Translation Blunders -- 3 Product and Service Blunders -- 4 Distribution Blunders -- 5 Advertising Blunders -- 6 Japan: A World Unto Itself -- 7 Internal "International" Blunders -- 8 Applying the Lessons Learned -- 9 The (Almost) Blunder-Proof International Marketing Plan -- 10 Glossary -- 11 Resources.International marketing blunders by major companies are described in sometimes humorous detail in this book for students of international trade. Cases are grouped according to miscalculations related to language and translation, products and services, distribution, and advertising, with one chapterShort course in international trade series.International marketing blundersExport marketingInternational business enterprisesManagementBusiness failuresExport marketing.International business enterprisesManagement.Business failures.658.8/48White Michael1951-28398MiAaPQMiAaPQMiAaPQBOOK9910968391003321A short course in international marketing blunders4336224UNINA