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Business and Management
Marketing and Sales
Marketing Fundamentals
Marketing Strategy
1. Foundations of Marketing Strategy
2. Strategic Marketing Analysis
3. Marketing Objectives and Goal Setting
4. Market Segmentation Strategy
5. Target Market Selection
6. Positioning and Differentiation
7. Marketing Mix Strategy Development
8. Growth and Competitive Strategies
9. Digital Marketing Strategy
10. Global Marketing Strategy
11. Relationship Marketing and CRM
12. Service Marketing Strategy
13. Marketing Strategy Implementation
14. Marketing Performance Measurement and Control
15. Ethical and Legal Considerations
10.
Global Marketing Strategy
10.1.
International Marketing Environment
10.1.1.
Cultural Environment
10.1.2.
Economic Environment
10.1.3.
Political-Legal Environment
10.1.4.
Technological Environment
10.2.
Global Market Entry Strategies
10.2.1.
Exporting
10.2.1.1.
Indirect Exporting
10.2.1.2.
Direct Exporting
10.2.2.
Contractual Arrangements
10.2.2.1.
Licensing
10.2.2.2.
Franchising
10.2.2.3.
Contract Manufacturing
10.2.3.
Joint Ventures
10.2.4.
Direct Investment
10.3.
Global Marketing Mix Decisions
10.3.1.
Product Decisions
10.3.1.1.
Standardization vs. Adaptation
10.3.1.2.
Product Development
10.3.2.
Pricing Decisions
10.3.2.1.
Transfer Pricing
10.3.2.2.
Currency Considerations
10.3.3.
Distribution Decisions
10.3.3.1.
Channel Selection
10.3.3.2.
Logistics Management
10.3.4.
Promotion Decisions
10.3.4.1.
Communication Adaptation
10.3.4.2.
Media Availability
10.4.
Cross-Cultural Marketing
10.4.1.
Cultural Dimensions
10.4.2.
Consumer Behavior Differences
10.4.3.
Communication Challenges
10.4.4.
Brand Management
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9. Digital Marketing Strategy
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11. Relationship Marketing and CRM