TY  - BOOK
AU  - Douglas,Susan P.
AU  - Craig,C.Samuel
TI  - Global marketing strategy.
SN  - 0070134472
AV  - HF1416.D68 
U1  - 658.8/48 20
PY  - 1995///
CY  - New York
PB  - McGraw-Hill
KW  - Export marketing
KW  - Management
KW  - Case studies
N1  - 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.
ER  -