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Marketing and globalization / Aurélia Durand.

By: Durand, Aurélia.
Publisher: New York : Routledge, c2019Description: xxiii, 571 pages : illustrations ; 23 cm.ISBN: 9781138202344 (pbk.); 9781138202337 (hardback).Subject(s): Marketing | Marketing -- Technological innovations | Internet marketing | Globalization -- Economic aspectsDDC classification: 658.84
Contents:
Globalization -- Internationalization -- Standardization and adaptation -- Geographic distance and psychic distance -- Cultural distance -- Administrative distance -- Economic and technological distances -- Bottom of the pyramid marketing -- Reverse innovation -- Mobile marketing -- Origin-based marketing -- Cause-related marketing.
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Ayesha Abed Library
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658.84 DUR (Browse shelf) 1 Available

Includes bibliographical references and index.

Globalization -- Internationalization -- Standardization and adaptation -- Geographic distance and psychic distance -- Cultural distance -- Administrative distance -- Economic and technological distances -- Bottom of the pyramid marketing -- Reverse innovation -- Mobile marketing -- Origin-based marketing -- Cause-related marketing.

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