Description

Book Synopsis
First Published in 1999. New questions of transnational, multi-cultural marketing utilizing advanced technologies add entirely new facets to the basic marketing issues of product, price, promotion, and distribution. The information presented in this volume discusses the need for true transnational marketing, and presents an example of what that may entail.

Table of Contents

Transnational Marketing—Concept; Chapter 1 Is it Still the Product, Price, Promotion, & Place “Business as Usual” in a Transnational Market?; Chapter 2 The Big “C” Within the 4 P’s (Product, Price, Promotion, & Place); Chapter 3 The 4 P’s Within the Even Bigger “C”—Culture; A Marketing Planning Scenario; Chapter 4 The Chicken or the Egg; Which Comes First, Product or Market Definition?; Chapter 5 Competition; Chapter 6 Customer Targets; Chapter 7 The Intermediaries; Chapter 8 Building Credibility; Chapter 9 Price and Pesos; Chapter 10 Summary;

Transnational Marketing in the Information Age

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    A Hardback by Diane M. Desimone

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      Publisher: Taylor & Francis Inc
      Publication Date: Publication Date: 01/11/1998
      ISBN13: 9780815333111, 978-0815333111
      ISBN10: 0815333110

      Description

      Book Synopsis
      First Published in 1999. New questions of transnational, multi-cultural marketing utilizing advanced technologies add entirely new facets to the basic marketing issues of product, price, promotion, and distribution. The information presented in this volume discusses the need for true transnational marketing, and presents an example of what that may entail.

      Table of Contents

      Transnational Marketing—Concept; Chapter 1 Is it Still the Product, Price, Promotion, & Place “Business as Usual” in a Transnational Market?; Chapter 2 The Big “C” Within the 4 P’s (Product, Price, Promotion, & Place); Chapter 3 The 4 P’s Within the Even Bigger “C”—Culture; A Marketing Planning Scenario; Chapter 4 The Chicken or the Egg; Which Comes First, Product or Market Definition?; Chapter 5 Competition; Chapter 6 Customer Targets; Chapter 7 The Intermediaries; Chapter 8 Building Credibility; Chapter 9 Price and Pesos; Chapter 10 Summary;

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