Marketing and Globalization
Author:   Aurélia Durand (HEC Montréal, Canada)
Publisher:   Taylor & Francis Ltd
ISBN:  

9781138202337


Pages:   572
Publication Date:   11 July 2018
Format:   Hardback
Availability:   In Print   Availability explained
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Marketing and Globalization


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Full Product Details

Author:   Aurélia Durand (HEC Montréal, Canada)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.453kg
ISBN:  

9781138202337


ISBN 10:   1138202339
Pages:   572
Publication Date:   11 July 2018
Audience:   College/higher education ,  Tertiary & Higher Education ,  Undergraduate
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

1. Globalization 2. Internaltionalization 3. Standardization and Adaptation 4. Geographic and Pyschic Distances 5. Cultural Distances 6. Administrative Distance 7. Economic and Technological Distances 8. Bottom of the Pyramid Marketing 9. Reverse Innovation 10. Mobile Marketing 11. Origin-Based Marketing 12. Cause-Related Marketing Overall Book Conclusion

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Author Information

Aurélia Durand is an associate professor of international business at HEC Montréal, Canada. She earned a BBA in Entrepreneurship and holds an MBA as well as a PhD in Management. She has worked in the consulting industry in her native country of France and has held academic positions in Argentina and Chile.

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