Cases in marketing
Éditeur :
SAGE Publications Inc
ISBN :
9780761955696
Date de publication :
17 oct. 1997
Dimensions :
23,4 x 15,6 cm
Poids :
550 g
Langue :
Anglais
Pays d'origine :
USA
This work highlights key marketing issues in contexts characterized by diversity of markets, competitors and consumers. Cases draw on students' ability to think about broader strategic issues such as global standardization versus customization.