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Global Marketing Strategy / Edition 1
     

Global Marketing Strategy / Edition 1

by Susan P. Douglas, C. Samuel Craig, C. Samuel Craig
 

ISBN-10: 0070134472

ISBN-13: 9780070134478

Pub. Date: 01/28/1995

Publisher: McGraw-Hill Companies, The

Today's global marketing issues and strategies are addressed through this book as professional by prepared noted international scholars. The authors address the basic issues of catering international markets and identifying key elements to expand markets in the global arena. A systematic framework is presented to evaluate,manage,and develop global opportunities.

Overview

Today's global marketing issues and strategies are addressed through this book as professional by prepared noted international scholars. The authors address the basic issues of catering international markets and identifying key elements to expand markets in the global arena. A systematic framework is presented to evaluate,manage,and develop global opportunities.

Product Details

ISBN-13:
9780070134478
Publisher:
McGraw-Hill Companies, The
Publication date:
01/28/1995
Series:
Marketing Series
Pages:
554
Product dimensions:
7.59(w) x 9.57(h) x 1.07(d)

Table of Contents

1. The Trend Toward Globalization.
2. Phases in the Evolution of Global Marketing Strategy.
3. Information for International Marketing Decisions.
4. First Steps to Globalization.
5. Defining Global Competitive Advantage.
6. Market Selection Decisions: Timing & Sequencing of Entry.
7. Modes of Entry into Global Markets.
8. Establishing Local Market Expansion Objectives.
9. Product Positioning & Segmentation.
10. Tailoring Programs to Local Markets.
11. Implementing Market Expansion Strategies.
12. Global Rationalization.
13. Charting Direction in Global Markets.
14. Developing Global Competitive Strategy.
15. Developing the Corporate Infrastructure for Global Implementation.
16. The Global Imperative.

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