The mirage of global markets : how globalizing companies can succeed as markets localize [Material Impreso] / David Arnold

Por: Arnold, David
Datos de publicación: Upper Saddle River: Prentice-Hall, c2004Descripción: xxi, 229 p. 24 x 16 cm. IMPRESOISBN: 0-13-047066-XTema(s): MARKETING ESTRATEGICO | MARKETING GLOBAL | COMERCIO INTERNACIONAL | MARCAS | POSICIONAMIENTOResumen: Contiene: 1. Manage globally, market locally. 2. Assesing market potential: estimating market size and timing of entry. 3. Strategies for entering and developing international markets. 4. Global branding and promotion. 5. Selecting and managing international distributors. 6. International customer management and the challenge of international pricing. 7. The organizational challenge of international marketing. 8. The big ideas of international marketing.
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658.848 ARN Disponible P29685

Contiene: 1. Manage globally, market locally. 2. Assesing market potential: estimating market size and timing of entry. 3. Strategies for entering and developing international markets. 4. Global branding and promotion. 5. Selecting and managing international distributors. 6. International customer management and the challenge of international pricing. 7. The organizational challenge of international marketing. 8. The big ideas of international marketing.

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