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Carte Cases in Marketing Stig Hartmann

Cases in Marketing

Autor: Stig Hartmann
Limbă: engleză
Legare: Carte broșată
Editura: SAGE Publications Inc
Disponibilitate: În depozitul extern
Expediem în 14-20 zile
234.14 lei
This rich collection of case studies highlights key marketing issues in an international context ch...

Informații despre carte

Autor
Stig Hartmann
Limbă
engleză
Legare
Carte - Carte broșată
Publicat
1997
Pagini
224
EAN
9780761955702
ISBN
0761955704
Enbook ID
04685758
Editura
SAGE Publications Inc
Greutate
430
Dimensiuni
156 x 234 x 15

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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