Global marketing
Subtitle: perspectives and cases
By: Salah S. Hassan, Roger D. Blackwell.
Contributors: Blackwell, Roger D.
Publisher: Dryden Press; Dryden Pr
Published: 1994
Place of publication: Fort Worth, Tex
Language: eng
Number of pages: 582
Subjects: Export marketing -- United States -- Management.; Marketing -- United States -- Management.; International business enterprises -- United States -- Management.
Notes: Includes bibliographical references and indexes.
Table of contents: title: Global marketing perspectives and issues; title: Strategic approaches to international markets: global, multinational, or what?; title: Standardization versus' localization: the need for the compromising perspective; title: Competitive global market segmentation; title: The new frontiers of intermarket segmentation; title: A global view of "green" marketing; title: Marketing to women around the world; title: Global marketing to upscale consumers; title: Temporal dimensions of consuming behavior across cultures; title: Country-of-origin issues; title: A study of Canadians' country-of-origin preferences; title: Importance of product information cues to global marketing; title: Communications in global markets; title: The impact of the European Community's 1992 initiatives on global advertising; title: An analysis of automobile advertising themes in various countries; title: Multilingual advertising: does it have the intended effect?; title: Consumerism in China; title: Consumption patterns in Japan and the newly industialized countries.