Global Marketing Strategy
Published on 18. June 1998
Book
Paperback/Softback
736 pages
978-0-273-62348-9 (ISBN)
Description
This is a new and comprehensive text designed for courses in international and global marketing at undergraduate and postgraduate diploma level. It takes its structure from an analysis of courses in this area. It begins with a theoretical overview of strategy and globalisation, moving on to environmental analysis, global market entry strategies, the global marketing mix, and finally, the implementation of global marketing strategies. Each chapter is designed to be student friendly, containing an overview, summary, review questions, discussion questions, recommended reading and a case study which consolidates what has been learnt in that chapter.
More details
Language
English
Place of publication
Harlow
United Kingdom
Publishing group
Pearson Education Limited
Target group
Professional and scholarly
Dimensions
Height: 246 mm
Width: 190 mm
Thickness: 33 mm
Weight
1280 gr
ISBN-13
978-0-273-62348-9 (9780273623489)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
PART 1: CONCEPTUAL OVERVIEW
1. Introduction to Global Marketing Management
2. Theories of the Firm in Global Markets
3. Corporate Strategic Marketing Planning
4. Analysis of Global Competition
PART 2: ASSESSING GLOBAL OPPORTUNITIES
5. Economic Environment
6. Social - Cultural Environment
7. Political Legal Environment
8. Global Marketing Research
PART 3: GLOBAL MARKETING STRATEGIES
9. Global Market Strategies
10. Market Entry Decisions
11. Market Entry Strategies
12. Exporting and Importing Process
PART 4: GLOBAL MARKETING MIX PROGRAMME
13. Global Product Strategies
14. Global Service Strategies
15. Global Channel Strategies
16. Global Pricing Strategies
17. Global Promotional Strategies
18. Negotiation Strategies
PART 5: IMPLEMENTATION OF GLOBAL MARKETING STRATEGIES
19. Organisational Global Marketing Effort
20. Planning and Controlling Global Marketing
21. The Future of Global Marketing
PART 6:CASES IN GLOBAL MARKETING
22. Hagen Dazs (TM) ice cream
23. The BMW Acquisition of the Rover Group
24. Exel Logistics
1. Introduction to Global Marketing Management
2. Theories of the Firm in Global Markets
3. Corporate Strategic Marketing Planning
4. Analysis of Global Competition
PART 2: ASSESSING GLOBAL OPPORTUNITIES
5. Economic Environment
6. Social - Cultural Environment
7. Political Legal Environment
8. Global Marketing Research
PART 3: GLOBAL MARKETING STRATEGIES
9. Global Market Strategies
10. Market Entry Decisions
11. Market Entry Strategies
12. Exporting and Importing Process
PART 4: GLOBAL MARKETING MIX PROGRAMME
13. Global Product Strategies
14. Global Service Strategies
15. Global Channel Strategies
16. Global Pricing Strategies
17. Global Promotional Strategies
18. Negotiation Strategies
PART 5: IMPLEMENTATION OF GLOBAL MARKETING STRATEGIES
19. Organisational Global Marketing Effort
20. Planning and Controlling Global Marketing
21. The Future of Global Marketing
PART 6:CASES IN GLOBAL MARKETING
22. Hagen Dazs (TM) ice cream
23. The BMW Acquisition of the Rover Group
24. Exel Logistics