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Marketing and globalization

Author: Aurélia Durand
Publisher: New York, NY : Routledge, 2019. ©2019
Edition/Format:   Print book : EnglishView all editions and formats
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Document Type: Book
All Authors / Contributors: Aurélia Durand
ISBN: 9781138202337 1138202339 9781138202344 1138202347
OCLC Number: 1019628548
Description: xxiii, 571 pages ; 23 cm
Contents: Globalization --
Internationalization --
Standardization and adaptation --
Geographic distance and psychic distance --
Cultural distance --
Administrative distance --
Economic and technological distances --
Bottom of the pyramid marketing --
Reverse innovation --
Mobile marketing --
Origin-based marketing --
Cause-related marketing.
Responsibility: Aurélia Durand.

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