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Transnational Marketing in the Information Age
     

Transnational Marketing in the Information Age

by Diane M. Desimone
 

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

Overview

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

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)

Product Details

ISBN-13:
9780815333111
Publisher:
Taylor & Francis
Publication date:
11/28/1998
Series:
Transnational Business and Corporate Culture Series
Edition description:
REVISED
Pages:
164
Product dimensions:
8.00(w) x 10.00(h) x 2.00(d)

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