Global marketing perspectives and cases
| Autor principal: | |
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| Otros Autores: | |
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
Fort Worth, Tex. :
Dryden Press
c1994.
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| Materias: | |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b14065423*spi |
Tabla de Contenidos:
- Global marketing perspectives and issues
- Strategic approaches to international markets - global, multinational, or what?
- Standardization versus' localization: the need for the compromising perspective
- Competitive global market segmentation
- The new frontiers of intermarket segmentation
- A global view of "green" marketing
- Marketing to women around the world
- Global marketing to upscale consumers
- Temporal dimensions of consuming behavior across cultures
- Country-of-origin issues
- A study of Canadians' country-of-origin preferences
- Importance of product information cues to global marketing
- Communications in global markets
- The impact of the European Community's 1992 initiatives on global advertising
- An analysis of automobile advertising themes in various countries
- Multilingual advertising: does it have the intended effect?
- Consumerism in China
- Consumption patterns in Japan and the newly industialized countries.
