Distance Still Matters A Practitioner’s Guide to Global Marketing

Description

The world is neither fully globalized nor fully fragmented. Markets are genuinely, meaningfully connected, and genuine, persistent distance, cultural, administrative, geographic, and economic, remains everywhere at once.

Distance Still Matters is a practitioner’s survey of the discipline behind marketing across that genuinely semiglobalized world: assessing market distance, deciding whether and how to globalize, choosing a market entry strategy, standardization versus adaptation, global segmentation and positioning, brand management, pricing across markets, emerging markets, organizing a global marketing function, cross-cultural communication, and managing it all over time.