Title Global marketing strategy / Susan P. Douglas, C. Samuel Craig

Edition International edition Published New York ; Singapore : McGraw-Hill, 1995

Copies

Location	Call no.	Vol.	Availability
W'PONDS	658.848 Dou/Gms		AVAILABLE

Description xx, 554 pages : illustrations ; 24 cm Series Marketing and advertising series McGraw-Hill series in marketing. Contents Pt. I. Introduction. Ch. 1. Global Marketing Strategy. Ch. 2. Phases in the Evolution of Global Marketing Strategy. Ch. 3. Information for Global Marketing Decisions -- Pt. II. Initial Market Entry Strategies. Ch. 4. First Steps to Globalization. Ch. 5. Defining Global Competitive Advantage. Ch. 6. Market Selection Decisions: Timing and Sequencing of Entry. Ch. 7. Modes of Entry into Global Markets --Pt. III. Market Expansion Strategies. Ch. 8. Establishing Direction for Local Market Expansion. Ch. 9. Positioning and Segmentation. Ch. 10. Tailoring Programs to Local Markets. Ch. 11. Implementing Market Expansion Strategies -- Pt. IV. Global Rationalization. Ch. 12. Globalizing Marketing Strategy. Ch. 13. Charting Direction in Global Markets. Ch. 14. Developing Global Competitive Strategy. Ch. 15. Developing the Corporate Infrastructure for Global Marketing -- Pt. V. Dynamics of Globalization. Ch. 16. The Global Imperative -- Pt. VI. Cases Bibliography Includes bibliographical references and indexes Subject Export marketing -- Management -- Case studies. Export marketing -- Management. Export marketing. Author Craig, C. Samuel. LC no. 94022706 ISBN 0070134472 0071132775 (paperback)

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