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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):
- Business failures.
- Export marketing.
- International business enterprises--Management.
- International business enterprises.
- Physical Description:
- 1 online resource (187 p.)
- Edition:
- 3rd ed.
- Other Title:
- International marketing blunders
- Mistakes made by companies that should have known better
- Place of Publication:
- Petaluma, CA : World Trade Press, c2009.
- Language Note:
- English
- Summary:
- A Short Course in International Marketing Blunders is a series of short case studies describing marketing mistakes made by companies who should have known better. As a counterpoint to exclusively studying ""the correct way"" or only following the
- Contents:
- International Marketing Blunders; Preface; Introduction; Table of Contents; Chapter 1: The Why of International Marketing Blunders; Chapter 2: Language and Translation Blunders; Chapter 3: Product and Service Blunders; Chapter 4: Distribution Blunders; Chapter 5: Advertising Blunders; Chapter 6: Japan: A World Unto Itself; Chapter 7: Internal "International" Blunders; Chapter 8: Applying the Lessons Learned; Chapter 9: The (Almost) Blunder-Proof International Marketing Plan; Chapter 10: Glossary; Chapter 11: Resources
- Notes:
- Description based upon print version of record.
- Includes bibliographical references (p. 181-182).
- Includes web resources.
- ISBN:
- 9786612184710
- 9781282184718
- 1282184717
- 9781607800804
- 1607800802
- OCLC:
- 609840446
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