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Marketing and globalization / Aurélia Durand.

By: Publication details: New York : Routledge, c2019Description: xxiii, 571 pages : illustrations ; 23 cmISBN:
  • 9781138202344 (pbk.)
  • 9781138202337 (hardback)
Subject(s): DDC classification:
  • 658.84 23
LOC classification:
  • HF5415 .D867 2018
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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Holdings
Item type Current library Home library Call number Copy number Status Date due Barcode Item holds
Book Book Ayesha Abed Library General Stacks Ayesha Abed Library General Stacks 658.84 DUR (Browse shelf(Opens below)) 1 Available 3010034434
Total holds: 0

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.

AAL

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