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Global Marketing Strategy (Глобальная маркетинговая стратегия)
S.P.Douglas, C.S.Craig
USA: McGraw-Hill, 1995
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Unlike traditional texts that present a "4Ps overseas" approach, this text is the
first to offer a truly strategic orientation to global marketing. Intended for an
advanced course in international marketing, the book deals directly with issues facing
today's global marketing managers. It provides readers with the competitive orientation
and strategies necessary for initial market entry, market expansion, and global rationalization.
Supporting the text content are numerous real-company examples as well as six in-depth
cases that consider business activities in North America, Europe and Asia.
Содержание
1. The Trend Toward Globalization.
2. Phases in the Evolution of Global Marketing Strategy.
3. Information for International Marketing Decisions.
4. First Steps to Globalization.
5. Defining Global Competitive Advantage.
6. Market Selection Decisions: Timing & Sequencing of Entry.
7. Modes of Entry into Global Markets.
8. Establishing Local Market Expansion Objectives.
9. Product Positioning & Segmentation.
10. Tailoring Programs to Local Markets.
11. Implementing Market Expansion Strategies.
12. Global Rationalization.
13. Charting Direction in Global Markets.
14. Developing Global Competitive Strategy.
15. Developing the Corporate Infrastructure for Global Implementation.
16. The Global Imperative.
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Публикации с ключевыми словами: global marketing - глобальная рационализация - глобальный маркетинг - international marketing - globalization - международный маркетинг - глобализация
Публикации со словами в тексте: global marketing - глобальная рационализация - глобальный маркетинг - international marketing - globalization - международный маркетинг - глобализация
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