GLOBAL MARKETING MANAGEMENT SYSTEM (SECOND EDITION)

图书简介

This is the second edition of the Global Marketing Management System (GMMS). The GMMS approach (GMMS book + GMMSO4 software) provides a rigorous theoretical base and a comprehensive, systematic and integrative planning process designed to guide students and managers alike through the decision-making process of a company seeking global market opportunities. The book aims to provide a structure, platform, tools and a systematic step-by-step process designed to support the creation of a strategic and applied oriented methodology to global business planning and strategy formulation. It introduces the GMMS process as a demonstration of a successful application of using web-based tools in teaching international business. The book also facilitates the ability of students to enhance their understanding of decision making in international management and bridge the gap between theory and practice. Key Features: o Offers a practical unique step-by- step approach to decision-making in international business strategy o Provides a list of targeted resources for each component of the GMMS process o Bridges the gap between theory and practice and enhances global business understanding with selected concepts and theories on each component part as it relates to globalization, global business planning and strategy, environmental assessments and country identification, analysis and evaluation among others

The Global Marketing Management System: Introduction: Globalization and the Need for a Global Business Education; Project-based Learning and GMMSO; Understanding the Firm’s Strategic Position: Information Scanning; Performing a Firm Level Strategic Analysis; Summary; The Search for Global Markets: The Decision Making Process; Preliminary Screening of Markets; The Process of Screening Countries Using Three Separate Screening Matrices; Performing an in-Depth Market Analysis of the Two Best Markets; Market and Company Sales Potential; Analyzing Market/Country Specific Competitive Analysis; Identification of Country-entry Conditions for the Firm; Analysis of Financial and Market Entry Conditions; Creating an Entry Strategy into a Selected Market: Selecting an Entry Mode into the Target Market; The Business Environment of the Selected Market; Creating a Marketing Plan with Its Firm Specific Goals and Objectives; Developing a Product Strategy; Developing a Pricing Strategy; Creation of a Promotional Strategy; Developing of a Distribution Strategy; Creation of a Financial Strategy; Creating the Organizational Structure for the New Market; Understanding Exit Strategy and Scenarios; Summary; The GMMSO4 Software System: GMMSO4: What Is GMMSO?; Bridge the Gap; Benefits; Background to the Development of the Online Version of the GMMS Method; Learning Outcomes; Case Study: Lafkiotis Winery Entry into United States: A Report Created by Using the GMMSO4 System; Lafkiotis Winery’s Strategic Analysis; The Search for Global Market; Entry Strategy into the US Market;

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GLOBAL MARKETING MANAGEMENT SYSTEM (SECOND EDITION) 全球市场营销管理体系（第二版） 政治经济学

GLOBAL MARKETING MANAGEMENT SYSTEM (SECOND EDITION)

全球市场营销管理体系（第二版）
政治经济学