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Carte Cases in Marketing Hanne Hartvig Larsen

Cases in Marketing

Autor: Hanne Hartvig Larsen
Limbă: engleză
Legare: Copertă tare
Editura: SAGE Publications Inc
Disponibilitate: În depozitul extern
Expediem în 14-20 zile
667.92 lei
This rich collection of case studies highlights key marketing issues in an international context ch...

Informații despre carte

Autor
Hanne Hartvig Larsen
Limbă
engleză
Legare
Carte - Copertă tare
Publicat
1997
Pagini
224
EAN
9780761955696
ISBN
0761955690
Enbook ID
04685757
Editura
SAGE Publications Inc
Greutate
550
Dimensiuni
156 x 234 x 20

Descriere completă

This rich collection of case studies highlights key marketing issues in an international context characterized by diversity of markets, competitors and consumers. Some of the cases require students to synthesize broader strategic issues such as: entering the global market; coping with international competition; managing the globalization process; adapting to rapid change due to worldwide developments; and weighing global standardization against customization. Other cases bring students' analytical skills to bear on issues of a more tactical nature such as: international market and competition; the collection and use of data in market research; evaluating communication effectiveness; and multifactor portfolio analysis. Together they offer a detailed insight into the practicalities of marketing across national borders and cultures.

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