Marketing and Globalization

Marketing and Globalization

by Aurelia Durand


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Product Details

ISBN-13: 9781138202344
Publisher: Taylor & Francis
Publication date: 07/21/2018
Pages: 596
Product dimensions: 6.00(w) x 9.00(h) x (d)

About the Author

Aurélia Durand is an associate professor of international business at HEC Montréal, Canada. She earned a BBA in Entrepreneurship and holds an MBA as well as a PhD in Management. She has worked in the consulting industry in her native country of France and has held academic positions in Argentina and Chile.

Table of Contents

1. Globalization 2. Internaltionalization 3. Standardization and Adaptation 4. Geographic and Pyschic Distances 5. Cultural Distances 6. Administrative Distance 7. Economic and Technological Distances 8. Bottom of the Pyramid Marketing 9. Reverse Innovation 10. Mobile Marketing 11. Origin-Based Marketing 12. Cause-Related Marketing Overall Book Conclusion

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