xxxi PART FOUR DEVELOPING GLOBAL MARKETING STRATEGIES 12 Global Marketing Management: Planning and Organization 346 Global Marketing Management 348 The Nestleˊ Way: Evolution Not Revolution 351 Benefits of Global Marketing 352 Planning for Global Markets 353 Company Objectives and Resources 355 International Commitment 355 The Planning Process 356 Alternative Market-Entry Strategies 360 Exporting 361 Contractual Agreements 362 Strategic International Alliances 365 Direct Foreign Investment 369 Organizing for Global Competition 370 Locus of Decision 371 Centralized versus Decentralized Organizations 372 13 Products and Services for Consumers 374 Quality 376 Quality Defined 377 Maintaining Quality 378 Physical or Mandatory Requirements and Adaptation 379 Green Marketing and Product Development 381 Products and Culture 382 Innovative Products and Adaptation 387 Diffusion of Innovations 388 Production of Innovations 391 Analyzing Product Components for Adaptation 395 Core Component 395 Packaging Component 396 Support Services Component 398 Marketing Consumer Services Globally 399 Services Opportunities in Global Markets 400 Barriers to Entering Global Markets for Consumer Services 402 Brands in International Markets 404 Global Brands 406 11 The Asia Pacific Region 316 Dynamic Growth in the Asia Pacific Region 318 The Greater China 318 Japan 323 India 326 The Four “Asian Tigers” 327 Vietnam 328 Bottom-of-the-Pyramid Markets (BOPMs) 330 Market Metrics 332 Asia Pacific Trade Associations 333 Association of Southeast Asian Nations (ASEAN) and ASEAN+3 334 Asia-Pacific Economic Cooperation (APEC) 336 A Focus on Diversity within China 336 Northeast China: Longtime Industrial Heartland 338 Beijing–Tianjin 340 Shanghai and the Yangtze River Delta 340 Pearl River Delta 341 The Other Billion 341 Differences in Business Negotiation Styles within The Greater China 342 Marketing Opportunities in The Greater China 344
Cateora_InternationalMarketing_17e
To see the actual publication please follow the link above