Douglas, Susan P. creator Craig, C. Samuel. text bibliography nyu New York McGraw-Hill 1995 International ed. monographic eng

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xx, 554 p. : ill. ; 24 cm. 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. Susan P. Douglas, C. Samuel Craig. Includes bibliographical references and indexes. Export marketing Management Export marketing Management Case studies HF1416.D68 658.8/48 0070134472 94022706 DLC 940711 20210414113937.0 3487187