Transnational Marketing in the Information Age

by Diane M. Desimone

Overview

First Published in 1999. New questions of transnational, multi-cultural marketing utilizing advanced technologies add entirely new facets to the basic marketing issues of product, price, promotion, and distribution. The information presented in this volume discusses the need for true transnational marketing, and presents an example of what that may entail.

Product Details

ISBN-13:	9781138986060
Publisher:	Taylor & Francis
Publication date:	09/02/2016
Series:	Transnational Business and Corporate Culture
Pages:	164
Product dimensions:	5.44(w) x 8.50(h) x (d)

Table of Contents

Transnational Marketing—Concept; Chapter 1 Is it Still the Product, Price, Promotion, & Place “Business as Usual” in a Transnational Market?; Chapter 2 The Big “C” Within the 4 P’s (Product, Price, Promotion, & Place); Chapter 3 The 4 P’s Within the Even Bigger “C”—Culture; A Marketing Planning Scenario; Chapter 4 The Chicken or the Egg; Which Comes First, Product or Market Definition?; Chapter 5 Competition; Chapter 6 Customer Targets; Chapter 7 The Intermediaries; Chapter 8 Building Credibility; Chapter 9 Price and Pesos; Chapter 10 Summary;

Editorial Reviews

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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