ABSTRACT
First Published in 1999. New questions of transnational, multi-cultural marketing utilizing advanced technologies add entirely new facets to the basic marketing issues of product, price, promotion, and distribution. The information presented in this volume discusses the need for true transnational marketing, and presents an example of what that may entail.
TABLE OF CONTENTS
part |51 pages
Transnational Marketing—Concept
chapter |17 pages
The Big “C” Within the 4 P's (Product, Price, Promotion, & Place)
chapter |15 pages
The 4 P's Within the Even Bigger “C”—Culture
part |84 pages
A Marketing Planning Scenario