Global Marketing: Foreign Entry, Local Marketing & Global Management
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TL;DR
Part I: Fundamentals part II: Cultural Foundations part III: Local Marketing part IV: Organizing for Global Marketing
Abstract
Part I: Fundamentals Chapter 1: The Global Marketing Job Chapter 2: Theoretical Foundations Chapter 3: Cultural Foundations Part II: Foreign Entry Chapter 4: Country Attractiveness Chapter 5: Export Expansion Chapter 6: Licensing, Strategic Alliances, FDI Part III: Local Marketing Chapter 7: Understanding Local Buyers Chapter 8: Local Marketing in Mature Markets Chapter 9: Local Marketing in New Growth Markets Chapter 10: Local Marketing in Emerging Markets Part IV: Global Management Chapter 11: Global Segmentation and Positioning Chapter 12 Global Products Chapter 13: Global Services Chapter 14: Global Pricing Chapter 15: Global Distribution Chapter 16: Global Advertising Chapter 17: Global Promotion, E-Commerce, and Personal Selling Chapter 18: Organizing for Global Marketing Appendix: Global Marketing Planning