596 Pages
187 B/W Illustrations
by
Routledge
596 Pages
187 B/W Illustrations
by
Routledge
596 Pages
187 B/W Illustrations
by
Routledge
Also available as eBook on:
This concise text focuses squarely on the issues facing marketers in an increasingly global world. It identifies several trends, linking them together, and positioning them as marketing practices that companies implement as a way of responding to the major consequences of globalization. The book also includes case studies to illustrate new practices and allow students to discuss issues of market... Read more
1. Globalization 2. Internaltionalization 3. Standardization and Adaptation 4. Geographic and Pyschic Distances 5. Cultural Distances 6. Administrative Distance 7. Economic and Technological Distances 8. Bottom of the Pyramid Marketing 9. Reverse Innovation 10. Mobile Marketing 11. Origin-Based Marketing 12. Cause-Related Marketing Overall Book Conclusion
Biography
Aurélia Durand is an associate professor of international business at HEC Montréal, Canada. She earned a BBA in Entrepreneurship and holds an MBA as well as a PhD in Management. She has worked in the consulting industry in her native country of France and has held academic positions in Argentina and Chile.
