International product policy [electronic resource] / Lakhdar Boukersi.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Exporting, international and global marketing management: Publisher: London : Henry Stewart Talks, 2009Description: 1 online resource (1 streaming video file (36 min.) : color, sound)Subject(s): Brand name products -- Management | Branding (Marketing) | International business enterprises -- ManagementOnline resources: Click here to access online | Series 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.
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Mode of access: World Wide Web.