01604pam a2200253 a 4500001000800000005001700008008004100025010001700066020001500083040001800098050001500116082001700131100002200148245006900170250002200239260003600261300003300297440003600330504005300366505082700419650003401246650004801280700002201328348718720210414113937.0940711s1995    nyua     b    001 0 eng    a   94022706   a0070134472  aDLCcDLCdDLC00aHF1416.D6800a658.8/482201 aDouglas, Susan P.10aGlobal marketing strategy. /cSusan P. Douglas, C. Samuel Craig.  aInternational ed.  aNew York :bMcGraw-Hill,c1995.  axx, 554 p. :bill. ;c24 cm. 0aMcGraw-Hill series in marketing  aIncludes bibliographical references and indexes.  aContents: 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.  0aExport marketingxManagement. 0aExport marketingxManagementxCase studies.1 aCraig, C. Samuel.