Titel: A Short Course in International Marketing Blunders : Learn from the Mistakes of Others
Verlag: World Trade Press
Ver�ffentlichungsdatum: 2005
Sprache: Englisch
ISBN-10: 1885073607
ISBN-13: 9781885073600
Bindung: Softcover
Zustand: Very Good

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International marketing blunders by major companies are described in sometimes humorous detail in this book for students of international trade. Cases are grouped according to miscalculations related to language and translation, products and services, distribution, and advertising, with one chapter devoted to mistakes made when marketing Western goods to Japan. White is the executive trade director of the Foreign Trade Association of Southern California. In his 23-year career as a journalist he covered international trade as a managing editor and editor at two international trade magazines. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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