Global Marketing Strategy
- ISBN-10
- 0071132775
- ISBN-13
- 9780071132770
- Series
- Global Marketing Strategy
- Category
- Export marketing
- Pages
- 554
- Language
- English
- Published
- 1995
- Authors
- C. Samuel Craig, Susan P. Douglas
Description
Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consider business activities in North America, Europe and Asia.
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