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Books > Social sciences > Politics & government
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Marketing and Globalization (Hardcover)
Loot Price: R4,197
Discovery Miles 41 970
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Marketing and Globalization (Hardcover)
Expected to ship within 12 - 17 working days
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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.
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