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 opportuniity 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 opportuniity 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"
International Marketing Blunders
Marketing Mistakes Made by Companies that Should Have Known Better
Pages: 182
Binding: Softcover
Author: Michael D. White
Size: 10"X7" (25.4X17.78cm)
ISBN: 1-885073-60-7
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