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An insider reveals what can—and does—go wrong when companies shift production to China In this entertaining behind-the-scenes account, Paul Midler tells us all that is wrong with our effort to shift manufacturing to China. Now updated and expanded,…
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The excitement, challenges, and controversies of global marketing.   Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help readers apply the 4Ps to global marketing.   The seventh edition…

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Nation branding--a set of ideas rooted in Western marketing--gained popularity in the post-communist world by promising a quick fix for the identity malaise of "transitional" societies. Since 1989, almost every country in Central and Eastern Europe has engaged in…

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by Paul Brent

|May 9, 2005

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IN A REVEALING and provocative look at how Canada’s beer giants battle over bucks and brands, writer Paul Brent examines the business of big beer. For decades our two largest breweries have faced off in high-stakes advertising and marketing campaigns that…

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The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries. Drawing on an…

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Good, bad, or indifferent, every customer has an experience with your company and the products or services you provide. But few businesses really manage that customer experience, so they lose the chance to transform customers into lifetime customers.  In…
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Today, most Americans take for granted that China will be the next global superpower. But despite the nation's growing influence, the average Chinese person is still a mystery to most of us-or, at best, a baffling set of seeming contradictions. Here, Tom…
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"This book is syncretism at its best . The writing is clear.The flow has the massive feel of logicunfolding"(Arthur Kover, Consulting Director at HCD Research Inc., Management Fellow at YaleUniversity, and former editor of the Journal of Advertising…
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The Olympic Games have become the definitive sports event, with an unparalleled global reach and a remarkably diverse constituency of stakeholders, from the IOC and International Federations to athletes, sponsors and fans. It has been estimated, for example, that…
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Why is it important to conduct research on the psychology of the Asian consumer? What research themes have already emerged? What are the relevant theories and practical applications based on this research? These are some of the questions and issues addressed in…
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Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countries. Asia now contains many of the world¿s largest markets plus many emergent markets as well. North America is fast…