Marketing Strategy

  1. Global Marketing Strategy
    1. International Marketing Environment
      1. Cultural Environment
        1. Economic Environment
          1. Technological Environment
          2. Global Market Entry Strategies
            1. Exporting
              1. Indirect Exporting
                1. Direct Exporting
                2. Contractual Arrangements
                  1. Licensing
                    1. Franchising
                      1. Contract Manufacturing
                      2. Joint Ventures
                        1. Direct Investment
                        2. Global Marketing Mix Decisions
                          1. Product Decisions
                            1. Standardization vs. Adaptation
                              1. Product Development
                              2. Pricing Decisions
                                1. Transfer Pricing
                                  1. Currency Considerations
                                  2. Distribution Decisions
                                    1. Channel Selection
                                      1. Logistics Management
                                      2. Promotion Decisions
                                        1. Communication Adaptation
                                          1. Media Availability
                                        2. Cross-Cultural Marketing
                                          1. Cultural Dimensions
                                            1. Consumer Behavior Differences
                                              1. Communication Challenges
                                                1. Brand Management

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                                              9. Digital Marketing Strategy

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                                              11. Relationship Marketing and CRM