Global marketing strategy. / Susan P. Douglas, C. Samuel Craig.
Material type:
TextSeries: McGraw-Hill series in marketingPublication details: New York : McGraw-Hill, 1995.Edition: International edDescription: xx, 554 p. : ill. ; 24 cmISBN: - 0070134472
- 658.8/48 20
- HF1416.D68
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF1416.D68 (Browse shelf(Opens below)) | 1 | Available | 2080/12 |
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.
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