Global marketing strategy /

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Detalles Bibliográficos
Autor principal: Douglas, Susan P.
Otros Autores: Craig, C. Samuel
Formato: Libro
Lenguaje:Inglés
Publicado: New York : McGraw-Hill, c1995.
Edición:International ed.
Colección:McGraw-Hill series in marketing
Materias:
Export marketing > Management.
Export marketing > Management > Case studies.
Aporte de:Registro referencial: Solicitar el recurso aquí
Biblioteca Max von Buch (UdeSA) de Universidad de San Andrés
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050 0 0 |a HF1416  |b .D68 1995 
100 1 |a Douglas, Susan P. 
245 1 0 |a Global marketing strategy /  |c Susan P. Douglas, C. Samuel Craig. 
250 |a International ed. 
260 |a New York :  |b McGraw-Hill,  |c c1995. 
300 |a xx, 554 p. :  |b il. ;  |c 24 cm. 
440 0 |a McGraw-Hill series in marketing 
504 |a Incluye referencias bibliográficas e índice. 
505 0 |a 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. 
650 0 |a Export marketing  |x Management. 
650 0 |a Export marketing  |x Management  |v Case studies. 
700 1 |a Craig, C. Samuel. 

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