Marketing Across Borders: It's a Big, Big World
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- Synopsis
- Rather than adapting products to access a global market, firms should adapt the marketing mix instead, offering global product platforms with varying promotions budgets. Another key element in global marketing is the distribution network; though dealing through a trading company is the simplest solution, the chapter discusses other options. Firms need to determine where to make decisions regarding pricing, product design, distributions, and promotion.
- Copyright:
- 2005
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/02/16
- Copyrighted By:
- HBS Press
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.