Overview
The Gale Business Insights Handbook Of Global Marketing examines the questions "How can a business measure the cost effectiveness of expanding globally" "How do you build and manage an international brand?" and "How can I identify new product opportunities in emerging markets?" Entries examine such topics as: The 4 P\'s (Product, Price, Placement, Promotion) and how the mix differs when you\'re going global; research strategies for finding actionable intelligence; understanding "other" business environments; segmenting markets on a global scale; the merits and drawbacks to standardization; and more.
Features & Benefits
- Includes signed essays on topics appropriate to the volume that are oriented toward practice rather than theory.
- 30 essays/10 pages each.
- Sample Essay Topics: Product, Price, Placement, Promotion: how the mix differs when you\'re going global, Brand management on a global stage, Research strategies for finding actionable intelligence, Understanding "other" business environments, Segmenting markets on a global scale, and The merits and drawbacks to standardization.
