Global marketing strategy

著者

書誌事項

Global marketing strategy

Susan P. Douglas, C. Samuel Craig

（McGraw-Hill international editions, . Marketing and advertising series）

McGraw-Hill, c1995

International ed

大学図書館所蔵 件 / 全4件

この図書・雑誌をさがす

注記

Includes bibliographical references and indexes

内容説明・目次

内容説明

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.

目次

  • 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.

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