Marketing Across Borders: It's a Big, Big World

Marketer's Toolkit: The 10 Strategies You Need to Succeed

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HBP

This chapter is excerpted from Harvard Business Essentials: Marketer's Toolkit. Rather than adapting products to access a global market, firms should adapt the marketing mix instead, offering global product platforms with varying promotions budgets. Another key element in global marketing is the distribution network; though dealing through a trading company is the simplest solution, the chapter discusses other options. Firms need to determine where to make decisions regarding pricing, product design, distributions, and promotion. This chapter can be used alone or in concert with other Harvard Business School Press chapters grouped together into learning clusters. Other basic-level chapters on marketing: products 2556BC, 2564BC, 2572BC, 2580BC, 2599BC, 2602BC, 2610BC, 2629BC, 2637BC, and 2645BC.

出版日
2005/11
領域
マーケティング
ボリューム
17ページ
コンテンツID
CCJB-HBS-2653BC
オリジナルID
2653BC
ケースの種類
Press Chapter
言語
英語
カラー
製本の場合、モノクロ印刷での納品となります。

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