Marketing and globalization /
Durand, Aurélia
Marketing and globalization / Aurélia Durand. - New York : Routledge, c2019 - xxiii, 571 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Globalization -- Internationalization -- Standardization and adaptation -- Geographic distance and psychic distance -- Cultural distance -- Administrative distance -- Economic and technological distances -- Bottom of the pyramid marketing -- Reverse innovation -- Mobile marketing -- Origin-based marketing -- Cause-related marketing.
9781138202344 (pbk.) 9781138202337 (hardback)
2018000432
HF5415 / .D867 2018
658.84
Marketing and globalization / Aurélia Durand. - New York : Routledge, c2019 - xxiii, 571 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Globalization -- Internationalization -- Standardization and adaptation -- Geographic distance and psychic distance -- Cultural distance -- Administrative distance -- Economic and technological distances -- Bottom of the pyramid marketing -- Reverse innovation -- Mobile marketing -- Origin-based marketing -- Cause-related marketing.
9781138202344 (pbk.) 9781138202337 (hardback)
2018000432
HF5415 / .D867 2018
658.84