{"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":17,"n_cols":5,"rows_kept":17,"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],[5,2,5,3],[6,2,6,3],[7,2,7,3],[10,2,10,3],[11,2,11,3],[15,2,15,3]],"flags":["formulas_cached_only"]}
[null,"1.","Record Nr.",null,"UNINA9910968391003321"]
[null,null,"Autore",null,"White Michael <1951->"]
[null,null,"Titolo",null,"A Short course in international marketing blunders : mistakes made by companies that should have known better / / Michael White"]
[null,null,"Pubbl/distr/stampa",null,"Novato, CA, : World Trade Press, 2002"]
[null,null,"Descrizione fisica",null,"x, 182 p"]
[null,null,"Collana",null,"The Short course in international trade series"]
[null,null,"Disciplina",null,"658.8/48"]
[null,null,"Soggetti",null,"Export marketing"]
[{"$nulls":4},"International business enterprises - Management"]
[{"$nulls":4},"Business failures"]
[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","Title from title screen."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references."]
[null,null,"Nota di contenuto",null,"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."]
[null,null,null,"Sommario/riassunto","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 chapter"]