{"text_format":"2","workbook":"xls","n_sheets":1,"sheets":["report2"],"not_rendered":{"charts":0,"images":0,"macros":0,"external_links":1,"defined_names":1,"comments":0,"pivot_tables":0},"unopened":[],"bounds":{"document_bytes":16777216,"sheet_cells":100000,"run_cost":"one","rows_first":2000,"rows_last":500,"rows_between":2000,"halvings":0,"cell_chars":16384,"cell_head_chars":4096},"cells_cut":0,"cells_raw":0,"read":"whole","date_system":"1900","formulas":"cached_only"}

{"sheet":"report2","index":0,"n_rows":25,"n_cols":5,"rows_kept":25,"cut":false,"hidden":false,"merged":[[0,2,0,3],[0,4,0,5],[1,2,1,3],[1,4,1,5],[2,2,2,3],[2,4,2,5],[3,2,3,3],[4,2,4,3],[7,2,7,3],[8,2,8,3],[9,2,9,3],[10,2,10,3],[13,2,13,3],[17,2,17,3],[18,2,18,3],[23,2,23,3]],"flags":["formulas_cached_only"]}
[null,"1.","Record Nr.",null,"UNINA9910455538503321"]
[null,null,"Autore",null,"White Michael <1951->"]
[null,null,"Titolo",null,"A short course in international marketing blunders [[electronic resource] ] : mistakes made by companies that should have known better / / Michael White"]
[null,null,"Pubbl/distr/stampa",null,"Petaluma, CA, : World Trade Press, c2009"]
[null,null,"ISBN",null,"1-282-18471-7"]
[{"$nulls":4},"9786612184710"]
[{"$nulls":4},"1-60780-080-2"]
[null,null,"Edizione",null,"[3rd ed.]"]
[null,null,"Descrizione fisica",null,"1 online resource (187 p.)"]
[null,null,"Collana",null,"The short course in international trade series"]
[null,null,"Disciplina",null,"658.8"]
[{"$nulls":4},"658.8/48"]
[{"$nulls":4},"658.848"]
[null,null,"Soggetti",null,"Business failures"]
[{"$nulls":4},"Export marketing"]
[{"$nulls":4},"International business enterprises - Management"]
[{"$nulls":4},"Electronic books."]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","Description based upon print version of record."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references (p. 181-182)."]
[{"$nulls":4},"Includes web resources."]
[null,null,"Nota di contenuto",null,"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"]
[null,null,null,"Sommario/riassunto","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"]