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Marketing and globalization / Aurélia Durand.

By: Durand, Aurélia.
Material type: materialTypeLabelBookCall no.: HF5415 .D87 2019Publication: New York : Routledge, 2019Description: xxiii, 571 p. : ill, maps.ISBN: 9781138202344 (pbk.); 1138202347 (pbk.); 9781138202337 (hbk.); 1138202339 (hbk.).Subject(s): Marketing | Marketing -- Technological innovations | Internet marketing | Globalization -- Economic aspects
Contents:
Globalization -- Internationalization -- Standardization and adaptation -- Geographic distance and psychic distance -- Cultural distance -- Administrative distance -- Economic and technological distances -- Bottom of the pyramid marketing -- Reverse innovation -- Mobile marketing -- Origin-based marketing -- Cause-related marketing.
List(s) this item appears in: jcnewbook01/2019
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Book Faculty of Journalism and Mass Communication Library
General Stacks
General Books HF5415 .D87 2019 (See Similar Items) Checked out 31/08/2019 31379000501735
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Includes bibliographical references and index.

Globalization -- Internationalization -- Standardization and adaptation -- Geographic distance and psychic distance -- Cultural distance -- Administrative distance -- Economic and technological distances -- Bottom of the pyramid marketing -- Reverse innovation -- Mobile marketing -- Origin-based marketing -- Cause-related marketing.

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