£136.88

Routledge Marketing and Globalization

Name: Marketing and Globalization
Brand: Routledge
Price: 136.88 GBP
Availability: InStock

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Description

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 selection, entry modes, segmentation, targeting, and positioning, as well as product, price, distribution, promotion, and corporate communication policies in a globalized world. Durand’s unique approach moves beyond marketing management and strategy issues and provides students with the broader context to understand the marketing practices they’ll use in the real world. This book will prove to be an essential resource for any student of marketing and international business working to stay ahead in an increasingly competitive and global industry.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 1138202339
Category: Books > Subjects > Business, Finance & Law > Accounting
Domain: Amazon UK
Release Date: 11 July 2018
Listed Since: 07 December 2017

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Routledge Marketing and Globalization

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