Localizing Global Marketing Strategies

Presents innovative research on trends and strategies that are necessary to ensure the success of global marketing and identify the means of global market entry. The book highlights a range of topics, including branding, consumer management, and joint ventures.

Prezinta cercetari inovatoare privind tendintele si strategiile care sunt necesare pentru a asigura succesul marketingului global si pentru a identifica mijloacele de intrare pe piata globala. Cartea evidentiaza o serie de subiecte, inclusiv branding, managementul consumatorilor si asocieri in participatie.