[This text offers an] examination of some of the critical issues faced by both practitioners and academics concerned with global marketing. [It] takes a ... look at questions such as the impact of rationalization, pressures to integrate and/or fragment strategy, managing global …
The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face thechallenges inherent in creating a multinational prese…
The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational pres…
The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational pres…
The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational pres…
The twin forces of market globalization and fragmentation pose a formidable challenge for the international marketing executive - how to reap the benefits of a global network without jeopardizing responsiveness to local marketing conditions. [In this volume, the author] proves w…
"In The Mirage of Global markets, David Arnold reveals why many multinationals are actually losing global market share even while their international revenues are increasing - and how the world is rapidly accelerating toward "segments of one." Next, he offers a comprehensive new…
Why do even the best companies struggle to become as profitable in international markets as they are at home? Because they've fallen for the "mirage" of a truly global market. In fact, the world is comprised of hundreds of intensely local markets that are becoming more fragmente…
"In The Mirage of Global markets, David Arnold reveals why many multinationals are actually losing global market share even while their international revenues are increasing - and how the world is rapidly accelerating toward "segments of one." Next, he offers a comprehensive new…
