Global marketing strategy /
Guardado en:
| Autor principal: | |
|---|---|
| Otros Autores: | |
| Formato: | Libro |
| Lenguaje: | Inglés |
| Publicado: |
New York :
McGraw-Hill,
c1995.
|
| Edición: | International ed. |
| Colección: | McGraw-Hill series in marketing
|
| Materias: | |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
Tabla de Contenidos:
- 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.