A Short course in international marketing blunders : mistakes made by companies that should have known better / Michael White.

Format:

Book

Author/Creator:

White, Michael, 1951-

Series:

Short course in international trade series.

The Short course in international trade series

Language:

English

Subjects (All):

Export marketing.

International business enterprises--Management.

International business enterprises.

Business failures.

Physical Description:

x, 182 p.

Other Title:

International marketing blunders

Place of Publication:

Novato, CA : World Trade Press, 2002.

Language Note:

English

Summary:

International marketing blunders by major companies are described in sometimes humorous detail in this book for students of international trade. Cases are grouped according to miscalculations related to language and translation, products and services, distribution, and advertising, with one chapter

Contents:

Intro

preface

introduction

table of contents

1 The Why of International Marketing Blunders

2 Language and Translation Blunders

3 Product and Service Blunders

4 Distribution Blunders

5 Advertising Blunders

6 Japan: A World Unto Itself

7 Internal "International" Blunders

8 Applying the Lessons Learned

9 The (Almost) Blunder-Proof International Marketing Plan

10 Glossary

11 Resources.

Notes:

Title from title screen.

Includes bibliographical references.

Digitized and made available by: Books 24x7.com.

OCLC:

52967449