Global Marketing Strategies

Jean‐Pierre Jeannet · Hubert D. Hennessey

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International Business and FDI Marketing and Advertising Strategies Management and Marketing Education

Abstract

The authors combine their teaching and professional experience to present students with an authoritative viewpoint of international and global marketing. The text reflects modern global marketing with managerial views, strategic focus, and coverage of global marketing that apply to managers from any industry sector or any country.

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2002International market segmentation: issues and perspectives 2002Identifying Spatial Segments in International Markets 2001“Glocalization” of business activities: a “glocal strategy” approach 2002International risk perceptions and mode of entry: a case study of Malaysian multinational firms 2007Managerial perceptions of political risk in international projects 1999Criteria guiding segmentation implementation: reviewing the evidence 2001An Investigation of Market Entry Strategy Selection: Exporting vs Foreign Direct Investment Modes—A Home-host Country Scenario 2000Managing global expansion: A conceptual framework

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