Marketing and Globalization /
Durand, Aurelia
Marketing and Globalization / Aurelia Durand - 571 pages; 23 cm.
Includes index
Includes bibliography (pages 540-547)
Globalization Introduction : what Does Globalization Mean for Marketers? 2 Definitions 4 An Increase in Sale 4 Historical Perspective 9 In the Business World (Levitt) 10 Drivers 11 Politics and Integration 12 Technology and Governance 14 Issues at Stake and Examples 20 Scope and Measurement 21 Corporate Examples New Balance and Nike: Tata Motors: Nokia and Ericsson Amazon Apple Google and Facebook 26 Ambivalence of Outcomes 30 Conclusion: For Marketers, globalization means an Increase in the scale of activities supported by convergence and integration. it forces them to understand changing degrees of distance between marketers and find new ways to differentiate from rising competition references
9781138202344
Marketing
Marketing--Technological innovations
Internet marketing
Globalization--Economic aspects
658.84 / D97 2019
Marketing and Globalization / Aurelia Durand - 571 pages; 23 cm.
Includes index
Includes bibliography (pages 540-547)
Globalization Introduction : what Does Globalization Mean for Marketers? 2 Definitions 4 An Increase in Sale 4 Historical Perspective 9 In the Business World (Levitt) 10 Drivers 11 Politics and Integration 12 Technology and Governance 14 Issues at Stake and Examples 20 Scope and Measurement 21 Corporate Examples New Balance and Nike: Tata Motors: Nokia and Ericsson Amazon Apple Google and Facebook 26 Ambivalence of Outcomes 30 Conclusion: For Marketers, globalization means an Increase in the scale of activities supported by convergence and integration. it forces them to understand changing degrees of distance between marketers and find new ways to differentiate from rising competition references
9781138202344
Marketing
Marketing--Technological innovations
Internet marketing
Globalization--Economic aspects
658.84 / D97 2019