Page 35 - GLOBAL STRATEGIC MARKETING
P. 35
Contents
Page
Introduction 1
Chapter 1: Introduction to Strategic Global Marketing 7
Chapter 2: Strategic Marketing Process 19
Chapter 3: The International Trading Environment 33
Chapter 4: The Social and Cultural Environment 47
Chapter 5: International Market Research 61
Chapter 6: International Market Entry Strategies 73
Chapter 7: International Product and Service Strategies 87
Chapter 8: International Channels of Communication 99
Chapter 9: Pricing for International Markets 109
Chapter 10: The Management of International Distribution 119
Chapter 11: International Niche Strategies for SME’s 129
Chapter 12: Implementation through Enabling Technologies 139
Chapter 13: Brand Equity 139
Chapter 14: 139
