Global marketing strategy
Author(s)
Bibliographic Information
Global marketing strategy
（McGraw-Hill series in marketing）
McGraw-Hill, c1995
Available at / 30 libraries
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Research Institute for Economics & Business Administration (RIEB) Library , Kobe University図書
658.8-556s081000090414*
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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"
