Global Marketing Strategy

Harold Chee · Rod Harris

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International Business and FDI Marketing and Advertising Strategies Globalization, Economics, and Policies

Abstract

PART 1: CONCEPTUAL OVERVIEW 1. Introduction to Global Marketing Management 2. Theories of the Firm in Global Markets 3. Corporate Strategic Marketing Planning 4. Analysis of Global Competition PART 2: ASSESSING GLOBAL OPPORTUNITIES 5. Economic Environment 6. Social - Cultural Environment 7. Political Legal Environment 8. Global Marketing Research PART 3: GLOBAL MARKETING STRATEGIES 9. Global Market Strategies 10. Market Entry Decisions 11. Market Entry Strategies 12. Exporting and Importing Process PART 4: GLOBAL MARKETING MIX PROGRAMME 13. Global Product Strategies 14. Global Service Strategies 15. Global Channel Strategies 16. Global Pricing Strategies 17. Global Promotional Strategies 18. Negotiation Strategies PART 5: IMPLEMENTATION OF GLOBAL MARKETING STRATEGIES 19. Organisational Global Marketing Effort 20. Planning and Controlling Global Marketing 21. The Future of Global Marketing PART 6:CASES IN GLOBAL MARKETING 22. Hagen Dazs (TM) ice cream 23. The BMW Acquisition of the Rover Group 24. Exel Logistics

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