Global marketing strategy
Title:
Global marketing strategy
Author:
Douglas, Susan P.
ISBN:
9780070134478
9780071132770
Personal Author:
Edition:
International ed.
Publication Information:
New York : McGraw-Hill, ©1995.
Physical Description:
xx, 554 pages : illustrations ; 24 cm.
Series:
McGraw-Hill series in marketing
McGraw-Hill series in marketing.
Contents:
pt. I. Introduction. Ch. 1. Global Marketing Strategy. Ch. 2. Phases in the Evolution of Global Marketing Strategy. Ch. 3. Information for Global Marketing Decisions -- pt. II. Initial Market Entry Strategies. Ch. 4. First Steps to Globalization. Ch. 5. Defining Global Competitive Advantage. Ch. 6. Market Selection Decisions: Timing and Sequencing of Entry. Ch. 7. Modes of Entry into Global Markets -- pt. III. Market Expansion Strategies. Ch. 8. Establishing Direction for Local Market Expansion. Ch. 9. Positioning and Segmentation. Ch. 10. Tailoring Programs to Local Markets. Ch. 11. Implementing Market Expansion Strategies -- pt. IV. Global Rationalization. Ch. 12. Globalizing Marketing Strategy. Ch. 13. Charting Direction in Global Markets. Ch. 14. Developing Global Competitive Strategy. Ch. 15. Developing the Corporate Infrastructure for Global Marketing -- pt. V. Dynamics of Globalization. Ch. 16. The Global Imperative -- pt. VI. Cases.
Added Author: