Global Marketing Strategy,9780273623489

Global Marketing Strategy

by ;
ISBN13: 9780273623489
ISBN10: 0273623486
Format: Paperback
Pub. Date: 1998-06-01
Publisher(s): Ft Pr
List Price: $120.75

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Summary

This is a new and comprehensive text designed for courses in international and global marketing at undergraduate and postgraduate diploma level. It takes its structure from an analysis of courses in this area. It begins with a theoretical overview of strategy and globalisation, moving on to environmental analysis, global market entry strategies, the global marketing mix, and finally, the implementation of global marketing strategies.  Each chapter is designed to be student friendly, containing an overview, summary, review questions, discussion questions, recommended reading and a case study which consolidates what has been learnt in that chapter.

Author Biography

Rod Harris is Head of Department, The School of Business, Darlington College of Technology.

Table of Contents

Conceptual Overview
Introduction to Global Marketing Management
Theories of the Firm in Global Markets
Corporate Strategic Marketing Planning
Analysis of Global Competition
Assessing Global Opportunities
Economic Environment
Social - Cultural Environment
Political Legal Environment
Global Marketing Research
Global Marketing Strategies
Global Market Strategies
Market Entry Decisions
Market Entry Strategies
Exporting and Importing Process
Global Marketing Mix Programme
Global Product Strategies
Global Service Strategies
Global Channel Strategies
Global Pricing Strategies
Global Promotional Strategies
Negotiation Strategies
Implementation Of Global Marketing Strategies
Organisational Global Marketing Effort
Planning and Controlling Global Marketing
The Future of Global Marketing
Cases In Global Marketing
Hagen Dazs" ice cream
The BMW Acquisition of the Rover Group
Exel Logistics
Table of Contents provided by Publisher. All Rights Reserved.

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