A Short course in international marketing blunders : 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 : mistakes made by companies that should have known better / / Michael White
|
| Pubblicazione: | Novato, CA, : World Trade Press, 2002 |
| Descrizione fisica: | x, 182 p |
| Disciplina: | 658.8/48 |
| Soggetto topico: | Export marketing |
| International business enterprises - Management | |
| Business failures | |
| Note generali: | Title from title screen. |
| Nota di bibliografia: | Includes bibliographical references. |
| Nota di contenuto: | 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. |
| 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 |
| Altri titoli varianti: | International marketing blunders |
| Titolo autorizzato: | A short course in international marketing blunders |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910968391003321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |
Serie:
Short course in international trade series.