LEADER 02473nam 2200565Ia 450 001 9910968391003321 005 20251117114951.0 035 $a(CKB)111086906337536 035 $a(CtWfDGI)bkb00001299 035 $a(SSID)ssj0000284155 035 $a(PQKBManifestationID)12062144 035 $a(PQKBTitleCode)TC0000284155 035 $a(PQKBWorkID)10261077 035 $a(PQKB)10603386 035 $a(OCoLC)52967449 035 $a(MiAaPQ)EBC3051621 035 $a(BIP)6508139 035 $a(EXLCZ)99111086906337536 100 $a20010523d2002 uy 0 101 0 $aeng 135 $aurzn|||||| 181 $ctxt 182 $cc 183 $acr 200 12$aA Short course in international marketing blunders $emistakes made by companies that should have known better /$fMichael White 210 $aNovato, CA $cWorld Trade Press$d2002 215 $ax, 182 p 225 1 $aThe Short course in international trade series 300 $aTitle from title screen. 311 08$a1-885073-60-7 320 $aIncludes bibliographical references. 327 $aIntro -- 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. 330 $aInternational marketing blunders by major companies are described in sometimes humorous detail in this book for students of international trade. Cases are grouped according to miscalculations related to language and translation, products and services, distribution, and advertising, with one chapter 410 0$aShort course in international trade series. 517 3 $aInternational marketing blunders 606 $aExport marketing 606 $aInternational business enterprises$xManagement 606 $aBusiness failures 615 0$aExport marketing. 615 0$aInternational business enterprises$xManagement. 615 0$aBusiness failures. 676 $a658.8/48 700 $aWhite$b Michael$f1951-$028398 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910968391003321 996 $aA short course in international marketing blunders$94336224 997 $aUNINA