Global Marketing Strategy
Published on 1. September 1994
Book
Hardback
576 pages
978-0-07-013447-8 (ISBN)
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.
More details
Edition
International ed.
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Illustrations
Illustrations, maps
Dimensions
Height: 230 mm
Width: 188 mm
Weight
1020 gr
ISBN-13
978-0-07-013447-8 (9780070134478)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
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.