Sustainable Growth in Global Markets: Strategic Choices and Managerial Implications
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Beschreibung
Foreword; Tanya Zlateva
PART I: MAPPING MARKET SCENARIO
1. Understanding International Business
2. International Finance
3. Economic and Cultural Dynamics
4. Political and Legal Factors
PART II: PREPARING DESTINATION MARKETS
5. Market Research and Organizational Design
6. Internal and External Fit
7. Segmentation, Targeting, and Positioning
PART III: DEVELOPING FUNCTIONAL STRATEGIES
8. Product Strategies
9. International Pricing and Distribution Strategies
10. Promotion Strategies
References
Index
PART I: MAPPING MARKET SCENARIO
1. Understanding International Business
2. International Finance
3. Economic and Cultural Dynamics
4. Political and Legal Factors
PART II: PREPARING DESTINATION MARKETS
5. Market Research and Organizational Design
6. Internal and External Fit
7. Segmentation, Targeting, and Positioning
PART III: DEVELOPING FUNCTIONAL STRATEGIES
8. Product Strategies
9. International Pricing and Distribution Strategies
10. Promotion Strategies
References
Index
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