Transnational Marketing in the Information Age [NOOK Book]

Overview

First Published in 1999. Routledge is an imprint of Taylor & Francis, an informa company.

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Transnational Marketing in the Information Age

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Overview

First Published in 1999. Routledge is an imprint of Taylor & Francis, an informa company.

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Editorial Reviews

Booknews
Describes needed changes to traditional core marketing issues in order to address the new transnational environment, sets forth critical requirements of understanding the cultural core values of new markets, and presents a scenario to demonstrate the application of enhanced marketing techniques. This scenario depicts in story form the development of a marketing strategy for the introduction of a business-to-business product into Mexico. Besides demonstrating traditional issues of global marketing, this scenario also includes elements of political economics and sociological culture that a transnational marketer must take into consideration when implementing a marketing strategy in a new country market. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

Table of Contents

Preface
Introduction
Sect. I Transnational Marketing - Concept 1
Ch. 1 Is It Still the Product, Price, Promotion & Place "Business as Usual" in a Transnational Market? 3
Ch. 2 The Big "C" Within the 4 "P's" 19
Ch. 3 The 4 "P's" Within the Even Bigger "C" - Culture 37
Sect. II A Marketing Planning Scenario 53
Ch. 4 The Chicken or the Egg; Which Comes First Product or Market Definition? 57
Ch. 5 Competition 67
Ch. 6 Customer Targets 75
Ch. 7 The Intermediaries 89
Ch. 8 Building Credibility 105
Ch. 9 Price and Pesos 119
Ch. 10 Summary 131
Appendix 137
References 141
Index 145
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