Global Marketing Strategy / Edition 1

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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.
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Product Details

  • ISBN-13: 9780070134478
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 1/28/1995
  • Series: Marketing Series
  • Edition number: 1
  • Pages: 554
  • Product dimensions: 7.59 (w) x 9.57 (h) x 1.07 (d)

Table of Contents

Pt. I Introduction 1
Ch. 1 Global Marketing Strategy 3
Ch. 2 Phases in the Evolution of Global Marketing Strategy 26
Ch. 3 Information for Global Marketing Decisions 51
Pt. II Initial Market Entry Strategies 79
Ch. 4 First Steps to Globalization 81
Ch. 5 Defining Global Competitive Advantage 106
Ch. 6 Market Selection Decisions: Timing and Sequencing of Entry 128
Ch. 7 Modes of Entry into Global Markets 146
Pt. III Market Expansion Strategies 173
Ch. 8 Establishing Direction for Local Market Expansion 175
Ch. 9 Positioning and Segmentation 188
Ch. 10 Tailoring Programs to Local Markets 213
Ch. 11 Implementing Market Expansion Strategies 241
Pt. IV Global Rationalization 267
Ch. 12 Globalizing Marketing Strategy 269
Ch. 13 Charting Direction in Global Markets 287
Ch. 14 Developing Global Competitive Strategy 312
Ch. 15 Developing the Corporate Infrastructure for Global Marketing 337
Pt. V Dynamics of Globalization 369
Ch. 16 The Global Imperative 371
Pt. VI Cases 386
Company/Name Index 537
Subject Index 542
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