Global Marketing: Foreign Entry, Local Marketing 2nd Ed.

Description: This updated text offers a three-pronged approach to global management, foreign entry, local marketing, and global marketing. It addresses how to market an existing product in global markets and discusses how a company develops a new product for a global market. This discussion takes into consideration the culture and needs of those customers.


Contents: Part 1 Fundamentals: globalising marketing; global competitive analysis; global cultural analysis. Part 2 Foreign entry: global market research; export expansion; licensing, strategic alliances, FDI. Part 3 Local marketing abroad: local buyer behaviour; local marketing in mature markets; local marketing in new growth markets; local marketing in emerging markets. Part 4 Global management: global segmentation and positioning; global products and services; global pricing; global distribution; global advertising; global promotion, direct marketing,and personal selling; organising for global marketing; the future of global marketing.