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005			20181128135103.0
006			m o d
007			cr un ---uuuua
008			130301s2013 miu obf 001 0 eng d
020			_a9781414499352 (electronic book)
020			_a1414499353 (electronic book)
020			_z9781414499284
020			_z1414499280
035			_a(OCoLC)841582734
040			_aUtOrBLW _cUtOrBLW _dMiFhGG
050		4	_aHF1416 _b.G35 2013
082	0	4	_223
245	0	0	_aGale business insights handbook of global marketing _h[electronic resource] / _cMiranda Herbert Ferrara, project editor.
246	3	0	_aBusiness insights handbook of global marketing
260			_aDetroit : _bGale/Cengage Learning, _c2013.
300			_a1 online resource (xiii, 352 p.)
490	0		_aGale business insights
490	0		_aGale virtual reference library
504			_aIncludes bibliographical references and index.
505	0		_aBuilding an international brand -- Determining the need/possibility for expansion to a global market : what makes a global brand? -- Benefits and risks of expansion to a global scale -- Entering the global marketplace -- Cost effectiveness of entering the global market : risk vs. reward -- International vs. domestic marketing plans -- Understanding an international market -- Languages of an emerging market -- Determining a market strategy for new target markets -- The cultural facade : knowing a culture from the inside out -- Segmenting a global market -- Emerging markets : where to focus the brand -- Identifying product opportunities within emerging markets -- Government barricades : establishing a presence in a more restrictive government -- NAFTA-EFTA-WTO : their impact on a global marketing plan -- Identifying legal issuse : taxes and insurance -- Diversification -- Global altruism - marketing to least developed countries (LDCs) -- Determining trustworthy intelligence -- Market entry strategies -- Product distribution : exporting vs. building in a new market -- Adjusting the marketing mix -- Competitive marketing -- The Internet and its effects on the global market -- Currency exchanges -- Impact of a global economic recession -- Managing a brand across multiple markets -- Measuring the global marketing effort -- Global brand success stories -- Global marketing failures.
520			_aThis series centers on the specific projects, tasks, and activities in which businesspeople currently engage. This volume focuses on the topic of global marketing.
588			_aDescription based on print version record.
650		0	_aExport marketing _vHandbooks, manuals, etc.
650		0	_aExport marketing _vCase studies.
700	1		_aFerrara, Miranda Herbert, 1950-, _eeditor.
710	2		_aGale Group.
776	0	8	_iPrint version: _tGale business insights handbook of global marketing. _dDetroit : Gale/Cengage Learning, 2013 _z9781414499284 _w(DLC) 2013004129
856	4	0	_uhttp://link.galegroup.com/apps/pub/5XFS/GVRL?sid=gale_marc&u=bilk_itc _zClick here to access
912			_a5XFS
999			_c59581 _d59581