ESCP Europe

Item type

Book

Language

anglais

Pages

627 p.

Edition

3rd ed.

Publication year

2000

ISBN

0-13-010668-2

Region

• MONDE

Note

• Appendix, figures, tables

Note

Bibliographical references, index

This book explores the theorical and practical implications of thinking local but acting global. Unlike many texts, it emphasizes people, languages and cultures, and recognizes the diversity in local consumer knowledge and marketing practices. This approach, which is also followed by multinational companies, combines the search for global competitiveness with the necessary adjustment for local success.