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Global marketing / Kate Gillespie,l H. David Hennessey

By: Contributor(s): Publisher: Pasig, Philippines : Cengage Learning Asia Pte Limited, [2013]Copyright date: copyright 2013Edition: Third, Philippine editionDescription: xxiv, 543 pages : illustrations (black and white) ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9789814510561
  • 9814510564
Subject(s): DDC classification:
  • 658.84 .G478
Summary: "The new edition of this text text includes insights and frameworks form recent academic and consulting research. Just some of the new questions addressed included: - the Japanese score lower than Americans on uncertainty avoidance yet intentionally use ambiguous clauses in business contracts. How should global marketers deal with such cultural paradoxes? - How are global marketers using the new social media to reach young consumers worldwide? etc. The book includes new and updated cases to capture recent developments in global marketing. These cases are located at the end of the text. For example: Procter & Gamble Targets Emerging Markets, Work versus Leisure, Shanghai Cosmopolitan.com, Cars for Emerging Markets, Fighting AIDS in Asia." -- Provided by publisher.
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Holdings
Item type Current library Call number Status Date due Barcode
Print Materials Main Library Filipiniana Section 658.84 .G478 2013 (Browse shelf(Opens below)) Available 0113707

Includes index

"The new edition of this text text includes insights and frameworks form recent academic and consulting research. Just some of the new questions addressed included: - the Japanese score lower than Americans on uncertainty avoidance yet intentionally use ambiguous clauses in business contracts. How should global marketers deal with such cultural paradoxes? - How are global marketers using the new social media to reach young consumers worldwide? etc. The book includes new and updated cases to capture recent developments in global marketing. These cases are located at the end of the text. For example: Procter & Gamble Targets Emerging Markets, Work versus Leisure, Shanghai Cosmopolitan.com, Cars for Emerging Markets, Fighting AIDS in Asia." -- Provided by publisher.

Text in English

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