MARC record from Internet Archive

LEADER: 03402cam 2200577 a 4500
001 ocm52975109
003 OCoLC
005 20181203033812.0
008 040116s2004 njua b 001 0 eng d
010 $a 2004268301
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015 $aGBA410085$2bnb
019 $a717424193
020 $a013047066X
020 $a9780130470669
035 $a(OCoLC)52975109$z(OCoLC)717424193
042 $alccopycat
050 00 $aHD2755.5$b.A75 2004
072 7 $as1se$2rero
082 00 $a658.8/4$222
100 1 $aArnold, David.
245 14 $aThe mirage of global markets :$bhow globalizing companies can succeed as markets localize /$cDavid Arnold.
260 $aUpper Saddle River, NJ :$bFT Prentice Hall,$c℗♭2004.
300 $axxi, 229 pages :$billustrations ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
505 0 $a1. Manage globally, market locally -- 2. Assessing market potential: estimating market size and timing of entry -- 3. Strategies for entering and developing international markets -- 4. Global branding and promotion -- 5. Selecting and managing international distributors -- 6. International customer management and the challenge of international pricing -- 7. The organizational challenge of international marketing -- 8. The big ideas of international marketing -- Index.
520 1 $a"In The Mirage of Global markets, David Arnold reveals why many multinationals are actually losing global market share even while their international revenues are increasing - and how the world is rapidly accelerating toward "segments of one." Next, he offers a comprehensive new blueprint for maximizing profitability in a world of local markets." "You'll discover the critical ways in which international marketing is different from conventional marketing - and why the differences are growing, not shrinking. Then, you'll learn how to leverage your global power and reach while cost-effectively localizing key decisions about product mix, distribution, advertising, promotion, and strategy."--Jacket.
650 0 $aInternational business enterprises$xMarketing.
650 0 $aExport marketing.
650 0 $aInternational economic integration.
650 7 $aExport marketing.$2fast$0(OCoLC)fst00918703
650 7 $aInternational business enterprises$xMarketing.$2fast$0(OCoLC)fst00976822
650 7 $aInternational economic integration.$2fast$0(OCoLC)fst00976879
650 7 $amarketing international.$2rero
650 7 $aexportation$xmarketing.$2rero
650 7 $aExportmarknader.$2sao
776 08 $iOnline version:$aArnold, David.$tMirage of global markets.$dUpper Saddle River, NJ : FT Prentice Hall, ℗♭2004$w(OCoLC)647063195
938 $aBaker & Taylor$bBKTY$c26.95$d26.95$i013047066X$n0004235485$sactive
938 $aBrodart$bBROD$n00880973$c$26.95
938 $aBaker and Taylor$bBTCP$n2004268301
938 $aYBP Library Services$bYANK$n1973569
029 1 $aAU@$b000025118580
029 1 $aAU@$b000025369641
029 1 $aCHRRO$bR004652505
029 1 $aNZ1$b8074307
029 1 $aUNITY$b009540679
994 $aZ0$bP4A
948 $hNO HOLDINGS IN P4A - 241 OTHER HOLDINGS