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Douglas, Susan P.

Global marketing strategy. / Susan P. Douglas, C. Samuel Craig. - International ed. - New York : McGraw-Hill, 1995. - xx, 554 p. : ill. ; 24 cm. - McGraw-Hill series in marketing .

Includes bibliographical references and indexes.

Contents: Introduction -- Global marketing strategy -- Phases in the evolution of global marketing strategy -- Information for global marketing decisions -- Initial market entry strategies : First steps to globalization -- Defining global competitive advantage -- Market selection decisions: timing and sequencing of entry -- Modes of entry into global markets -- Market expansion strategies: establishing direction for local market expansion -- Positioning and segmentation -- Tailoring programs to local markets -- Implementing market expansion strategies -- Global rationalization : Globalizing market strategy -- Charting direction in global markets -- Developing global competitive strategy -- Developing the corporate infrastructure for global marketing -- Dynamics of globalization: The Global imperative -- Cases.

ISBN: 0070134472

LCCN: 94022706

Subjects--Topical Terms:
Export marketing--Management.
Export marketing--Management--Case studies.

LC Class. No.: HF1416.D68

Dewey Class. No.: 658.8/48