Global marketing strategy

Author(s)

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

Bibliographic Information

Global marketing strategy

Susan P. Douglas, C. Samuel Craig

（McGraw-Hill series in marketing）

McGraw-Hill, c1995

Note

Includes bibliographical references and indexes

Description and Table of Contents

Description

Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consider business activities in North America, Europe and Asia.

Table of Contents

• The trend toward globalization
• phases in the evolution of global marketing strategy
• information for international marketing decisions
• first steps to globalization
• defining global competitive advantage
• market selection decisions - timing and sequencing of entry
• modes of entry into global markets
• establishing local market expansion objectives
• product positioning and segmentation
• tailoring programmes to local markets
• implementing market expansion strategies
• global rationalization
• charting direction in global markets
• developing global competitive strategy
• developing the corporate infrastructure for global implementation
• the global imperative.

by "Nielsen BookData"

Details

• NCID: BA2490051X
• ISBN:
  • 0070134472
• LCCN: 94022706
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: New York
• Pages/Volumes: xx, 554 p.
• Size: 24 cm
• Classification:
  • LCC : HF1416
  • DC20 : 658.8/48
  • DC22 : 658.84
• Subject Headings:
  • LCSH : Export marketing -- Management
  • LCSH : Export marketing -- Management -- Case studies
• Parent Bibliography ID:
  • BA0093810X