Description:
The Gale Business Insights Handbook Of Global Marketing examines the questions How can a business measure the cost effectiveness of expanding globally 01 How do you build and manage an international brand? and How can I identify new product opportunities in emerging markets? Entries examine such topics as: The 4 Ps (Product, Price, Placement, Promotion) and how the mix differs when youre going global; research strategies for finding actionable intelligence; understanding other business environments; segmenting markets on a global scale; the merits and drawbacks to standardization; and more.PIM31-MAY-1801