Transnational Marketing in the Information Age

1. Auflage 1998
ISBN: 978-0-8153-3311-1
Verlag: Routledge

Buch, Englisch, 164 Seiten, Format (B × H): 140 mm x 216 mm, Gewicht: 384 g

Reihe: Transnational Business and Corporate Culture

First Published in 1999. New questions of transnational, multi-cultural marketing utilizing advanced technologies add entirely new facets to the basic marketing issues of product, price, promotion, and distribution. The information presented in this volume discusses the need for true transnational marketing, and presents an example of what that may entail.

Autoren/Hrsg.

Desimone, Diane M.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Transnational Marketing—Concept; Chapter 1 Is it Still the Product, Price, Promotion, & Place “Business as Usual” in a Transnational Market?; Chapter 2 The Big “C” Within the 4 P’s (Product, Price, Promotion, & Place); Chapter 3 The 4 P’s Within the Even Bigger “C”—Culture; A Marketing Planning Scenario; Chapter 4 The Chicken or the Egg; Which Comes First, Product or Market Definition?; Chapter 5 Competition; Chapter 6 Customer Targets; Chapter 7 The Intermediaries; Chapter 8 Building Credibility; Chapter 9 Price and Pesos; Chapter 10 Summary;

Über Autor(innen)

Diane Desimone