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A short course in international marketing blunders [[electronic resource] ] : mistakes made by companies that should have known better / / Michael White



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Autore: White Michael <1951-> Visualizza persona
Titolo: A short course in international marketing blunders [[electronic resource] ] : mistakes made by companies that should have known better / / Michael White Visualizza cluster
Pubblicazione: Petaluma, CA, : World Trade Press, c2009
Edizione: 3rd ed.
Descrizione fisica: 1 online resource (187 p.)
Disciplina: 658.8
658.8/48
658.848
Soggetto topico: Business failures
Export marketing
International business enterprises - Management
Note generali: Description based upon print version of record.
Nota di bibliografia: Includes bibliographical references (p. 181-182).
Includes web resources.
Nota di contenuto: 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
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
Altri titoli varianti: International marketing blunders
Mistakes made by companies that should have known better
Titolo autorizzato: A Short course in international marketing blunders  Visualizza cluster
ISBN: 1-282-18471-7
9786612184710
1-60780-080-2
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910777984603321
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Serie: Short course in international trade series.