Global Marketing Strategy

by Susan P. Douglas, C. Samuel Craig

Unlike traditional texts that present a "4Ps overseas" approach, this text is the first to offer a truly strategic orientation to global marketing. Intended for an advanced course in international marketing, the book deals directly with issues facing today's global marketing managers. It provides readers with the competitive orientation and strategies necessary for initial market entry, market expansion, and global rationalization. Supporting the text content are numerous real-company examples as well as six in-depth cases that consider business activities in North America, Europe and Asia.

Hardcover

First published September 1, 1994