Title Details: | |
Strategic Management in Global Marketing |
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Authors: |
Lymperopoulos, Konstantinos Janavaras, Basil Salamoura, Maria |
Reviewer: |
Avlonitis, Georgios |
Subject: | LAW AND SOCIAL SCIENCES > ECONOMIC SCIENCES > BUSINESS ADMINISTRATION AND BUSINESS ECONOMICS; MARKETING; ACCOUNTING LAW AND SOCIAL SCIENCES > ECONOMIC SCIENCES > BUSINESS ADMINISTRATION AND BUSINESS ECONOMICS; MARKETING; ACCOUNTING > MARKETING AND ADVERTISING |
Description: | |
Abstract: |
In this chapter, the orientations of the enterprise (ethnocentric, polycentric, geocentric, and regiocentric) are described in various stages of its development. The process of strategic marketing planning for international markets is analyzed, along with the benefits, motives, and obstacles to the expansion of businesses abroad. Additionally, the international marketing information system is examined, potential issues in international market research are discussed, market segmentation and targeting countries are explored, and alternative entry strategies into foreign markets are investigated. Finally, the organizational structures and marketing management systems of enterprises with international activities are described.
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Linguistic Editors: |
Rigopoulou, Stavroula |
Technical Editors: |
Stragali, Faidra |
Graphic Editors: |
Lymperopoulou, Marina |
Type: |
Chapter |
Creation Date: | 2015 |
Item Details: | |
License: |
http://creativecommons.org/licenses/by-nc-sa/3.0/gr |
Handle | http://hdl.handle.net/11419/1554 |
Bibliographic Reference: | Lymperopoulos, K., Janavaras, B., & Salamoura, M. (2015). Strategic Management in Global Marketing [Chapter]. In Lymperopoulos, K., Janavaras, B., & Salamoura, M. 2015. International and Export Marketing Strategies [Undergraduate textbook]. Kallipos, Open Academic Editions. https://hdl.handle.net/11419/1554 |
Language: |
Greek |
Is Part of: |
International and Export Marketing Strategies |
Publication Origin: |
Kallipos, Open Academic Editions |