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Global marketing : perspectives and cases / Salah S. Hassan, Roger D. Blackwell.

By: Contributor(s): Material type: TextTextPublication details: Fort Worth, Tex. : Dryden Press, c1994.Description: xxiii, 582 p. : ill. ; 25 cmISBN:
  • 0030981077
  • 9780030981074
Subject(s): DDC classification:
  • 658.848
Contents:
Global marketing perspectives and issues -- Strategic approaches to international markets: global, multinational, or what? -- Standardization versus' localization: the need for the compromising perspective -- Competitive global market segmentation -- The new frontiers of intermarket segmentation -- A global view of "green" marketing -- Marketing to women around the world -- Global marketing to upscale consumers -- Temporal dimensions of consuming behavior across cultures -- Country-of-origin issues -- A study of Canadians' country-of-origin preferences -- Importance of product information cues to global marketing -- Communications in global markets -- The impact of the European Community's 1992 initiatives on global advertising -- An analysis of automobile advertising themes in various countries -- Multilingual advertising: does it have the intended effect? -- Consumerism in China -- Consumption patterns in Japan and the newly industialized countries.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library Store - Ask Library Staff 658.848 (Browse shelf(Opens below)) 1 Available 25336

Includes bibliographical references and indexes.

Global marketing perspectives and issues -- Strategic approaches to international markets: global, multinational, or what? -- Standardization versus' localization: the need for the compromising perspective -- Competitive global market segmentation -- The new frontiers of intermarket segmentation -- A global view of "green" marketing -- Marketing to women around the world -- Global marketing to upscale consumers -- Temporal dimensions of consuming behavior across cultures -- Country-of-origin issues -- A study of Canadians' country-of-origin preferences -- Importance of product information cues to global marketing -- Communications in global markets -- The impact of the European Community's 1992 initiatives on global advertising -- An analysis of automobile advertising themes in various countries -- Multilingual advertising: does it have the intended effect? -- Consumerism in China -- Consumption patterns in Japan and the newly industialized countries.

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