| Description |
xxi, 229 pages : illustrations ; 24 cm |
| Contents |
Ch. 1. Manage Globally, Market Locally -- Ch. 2. Assessing Market Potential: Estimating Market Size and Timing of Entry -- Ch. 3. Strategies for Entering and Developing International Markets -- Ch. 4. Global Branding and Promotion -- Ch. 5. Selecting and Managing International Distributors -- Ch. 6. International Customer Management and the Challenge of International Pricing -- Ch. 7. The Organizational Challenge of International Marketing -- Ch. 8. The Big Ideas of International Marketing |
| Summary |
"In The Mirage of Global markets, David Arnold reveals why many multinationals are actually losing global market share even while their international revenues are increasing - and how the world is rapidly accelerating toward "segments of one." Next, he offers a comprehensive new blueprint for maximizing profitability in a world of local markets." "You'll discover the critical ways in which international marketing is different from conventional marketing - and why the differences are growing, not shrinking. Then, you'll learn how to leverage your global power and reach while cost-effectively localizing key decisions about product mix, distribution, advertising, promotion, and strategy."--BOOK JACKET |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing -- Management.
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Globalization -- Economic aspects.
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International business enterprises.
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Export marketing.
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International business enterprises -- Marketing.
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International economic integration.
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| LC no. |
2004268301 |
| ISBN |
013047066X : |
|
