| Description |
xxiii, 582 p. : ill. ; 25 cm. |
| Bibliog. |
Includes bibliographical references and indexes. |
| 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. |
| Local Note / Price |
16.16 |
| Subject(s) |
Export marketing -- United States -- Management.
|
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Marketing -- United States -- Management.
|
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International business enterprises -- United States -- Management.
|
| Alt Author |
Blackwell, Roger D.
|
| ISBN |
0030981077 |
|
