Marketing and globalization - Durand, Aurélia (New York : Routledge, 2019)
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.
Includes bibliographical references and index.
AAL
Parama
Keywords: Marketing; Marketing -- Technological innovations; Internet marketing; Globalization -- Economic aspects