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.
Sprache
Verlagsort
Verlagsgruppe
McGraw-Hill Education - Europe
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Maße
Höhe: 230 mm
Breite: 189 mm
Gewicht
ISBN-13
978-0-07-113277-0 (9780071132770)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Klassifikation
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.
