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