Boukersi, Lakhdar.
International product policy [electronic resource] / Lakhdar Boukersi. - London : Henry Stewart Talks, 2009. - 1 online resource (1 streaming video file (36 min.) : color, sound). - Exporting, international and global marketing management : beyond the fundamentals, 2056-4570 . - Henry Stewart talks. Business & management collection. Exporting, international and global marketing management. .
Animated audio-visual presentation with synchronized narration. Title from title frames.
Contents: International product strategies: standardization versus modification and localization versus adaptation -- Reasons for product modification -- Modularization and postponement techniques -- Global packaging and labeling -- Global product-communication strategies -- Global branding decisions -- Country of origin effect on brands -- Brand counterfeiting.
Access restricted to subscribers.
Mode of access: World Wide Web.
2366 Henry Stewart Talks
Brand name products--Management.
Branding (Marketing)
International business enterprises--Management.
International product policy [electronic resource] / Lakhdar Boukersi. - London : Henry Stewart Talks, 2009. - 1 online resource (1 streaming video file (36 min.) : color, sound). - Exporting, international and global marketing management : beyond the fundamentals, 2056-4570 . - Henry Stewart talks. Business & management collection. Exporting, international and global marketing management. .
Animated audio-visual presentation with synchronized narration. Title from title frames.
Contents: International product strategies: standardization versus modification and localization versus adaptation -- Reasons for product modification -- Modularization and postponement techniques -- Global packaging and labeling -- Global product-communication strategies -- Global branding decisions -- Country of origin effect on brands -- Brand counterfeiting.
Access restricted to subscribers.
Mode of access: World Wide Web.
2366 Henry Stewart Talks
Brand name products--Management.
Branding (Marketing)
International business enterprises--Management.