A Short Course in Int'l Marketing Blunders
Marketing Mistakes Made by Companies that Should Have Known Better! Michael D. White
Softcover
184 Pages
7" x 10" ISBN 1-885073-51-8
US $24.95
This is a humorous yet critical book about
marketing mistakes that well-known companies
have made in pursuit of international markets.
As a counterpoint to exclusively studying "the
correct way" or only following the patterns of
successful companies, this book gives the reader
the opportunity to learn and profit from the
mistakes of others.
Marketing Blunders is an excellent companion
book to our Short Course in International
Marketing title or other marketing texts.
Michael D.White is the editor and publisher of the Cal
Trade Report and formerly the executive director of the
Foreign Trade Association of Southern California. He
holds a certificate in international business from the
International Institute in Tokyo and a degree in
journalism from California State University. In his
23-year career he has covered international trade as
managing editor of World Trade Magazine and as an
editor at International Business Magazine, Pacific
Shipper and International Thomson Transport Press.
