国境無きビジネス：グローバル・マーケティング戦略ガイド<br>Business without Borders : A Strategic Guide to Global Marketing

国境無きビジネス：グローバル・マーケティング戦略ガイド
Business without Borders : A Strategic Guide to Global Marketing

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  • 製本 Hardcover:ハードカバー版／ページ数 267 p.
  • 言語 ENG
  • 商品コード 9780471204695
  • DDC分類 658.800285

基本説明

Featured are examples of global initiatives of such companies as AOL, Bertelsmann, and Coca-Cola.

Full Description


Features examples of global initiatives by well-known companies such as AOL, Bertelsmann, Coca-Cola, and United Airlines. Written by two leading consultants with an in-the-field perspective. Explains how to utilize technology to globalize a business.

Contents

Acknowledgments; IntroductionGreat Expectations for Global Markets; Chapter 3: Navigating the Global Journey; Chapter 4. Deciding Which Markets Matter; Chapter 5. The Laws of the Eighth Continent; Chapter 6. Building the Foundation for New Online Markets; Chapter 7. Putting Your Value Proposition to Work on the Eighth Continent; Chapter 8. Organizing to Serve the Eighth Continent; Chapter 9. Outsourcing Work to Fellow Travelers; Chapter 10. Measuring the Return on Global Investment; Web Site Addresses; Notes; Index