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Short Course in International Marketing Blunders

Marketing Mistakes Made by Companies that Should Have Known Better

Short Course in International Marketing Blunders by Michael D White
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International Marketing Blunders is about mistakes made by companies who should have known better. As a counterpoint to exclusively studying "the correct way" or only following the patterns of successful companies, this book gives the reader the opportunity to learn and profit from the mistakes of others.

International Marketing Blunders is about mistakes made by companies who should have known better. As a counterpoint to exclusively studying ""the correct way"" or only following the patterns of successful companies, this book gives the reader the opportunity to learn and profit from the mistakes of others.

INTERNATIONAL MARKETING BLUNDERS: TABLE OF CONTENTS
Chapter 1: The Why of International Market Blunders
Chapter 2: Language and Translation Blunders
Chapter 3: Product and Service Blunders
Chapter 4: Distribution Blunders
Chapter 5: Advertising Blunders
Chapter 6: Japan: A World Unto Itself
Chapter 7: Internal International" Blunders
Chapter 8: Applying the Lessons Learned
Chapter 9: The (Almost) Blunder-Proof International Marketing Plan
Chapter 10: Glossary
Chapter 11: Resources

INTERNATIONAL MARKETING BLUNDERS: AUTHORS/CONTRIBUTORS
Michael D. White is the Executive Director of the Foreign Trade Association of Southern California. He holds a certificate in international business from the International Institute in Tokyo and a degree in journalism from California State University. In his 23-year career as a journalist, he covered international trade as managing editor of World Trade Magazine, Pacific Shipper, and International Thomson Transport Press. Series Editor: Edward G. Hinkelman

World Trade Press; December 2008
187 pages; ISBN 9781607800804
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Title: Short Course in International Marketing Blunders
Author: Michael D White