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Marketing and Globalization
Hardcover
ISBN13: 9781138202337
Publisher: Routledge
Published: Jul 11 2018
Pages: 572
Weight: 2.12
Height: 1.31 Width: 6.00 Depth: 9.00
Language: English
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.
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