Marketing and Globalization / Aurelia Durand
Dil: İngilizce New York: Routledge, 2019Tanım: 571 pages; 23 cmİçerik türü:- text
- unmediated
- volume
- 9781138202344
- 658.84 D97 2019
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CIU LIBRARY Genel Koleksiyon | Genel Kolaksiyon | 658.84 D97 2019 (Rafa gözat(Aşağıda açılır)) | C.1 | Kullanılabilir | Deniz Plaza | 0015831 |
Includes index
Includes bibliography (pages 540-547)
Multinational Companies And Issues in Globalization
MAN551
Globalization
2 Introduction : what Does Globalization Mean for Marketers?
4 Definitions
4 An Increase in Sale
9 Historical Perspective
10 In the Business World (Levitt)
11 Drivers
12 Politics and Integration
14 Technology and Governance
20 Issues at Stake and Examples
21 Scope and Measurement
26 Corporate Examples New Balance and Nike: Tata Motors: Nokia and Ericsson Amazon Apple Google and Facebook
30 Ambivalence of Outcomes
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