Durand, Aurelia <br/><br/>
Marketing and Globalization / 
Aurelia Durand 
 - 571 pages;  23 cm. 
<br/><br/> Includes index 
<br/><br/>Includes bibliography (pages 540-547) 
<br/><br/> 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 
<br/><br/><label>ISBN: </label>9781138202344 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing<br/>Marketing--Technological innovations<br/>Internet marketing<br/>Globalization--Economic aspects
<br/><br/><label>Dewey Class. No.: </label>658.84  / D97 2019