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Global marketing : perspectives and cases

Author: Salah S Hassan; Roger D Blackwell
Publisher: Fort Worth, Tex. : Dryden Press, ©1994.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Salah S Hassan; Roger D Blackwell
ISBN: 0030981077 9780030981074
OCLC Number: 29916585
Description: xxiii, 582 pages : illustrations ; 25 cm
Contents: Global marketing perspectives and issues --
Strategic approaches to international markets: global, multinational, or what? --
Standardization versus' localization: the need for the compromising perspective --
Competitive global market segmentation --
The new frontiers of intermarket segmentation --
A global view of "green" marketing --
Marketing to women around the world --
Global marketing to upscale consumers --
Temporal dimensions of consuming behavior across cultures --
Country-of-origin issues --
A study of Canadians' country-of-origin preferences --
Importance of product information cues to global marketing --
Communications in global markets --
The impact of the European Community's 1992 initiatives on global advertising --
An analysis of automobile advertising themes in various countries --
Multilingual advertising: does it have the intended effect? --
Consumerism in China --
Consumption patterns in Japan and the newly industialized countries.
Responsibility: Salah S. Hassan, Roger D. Blackwell.

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