Table of Contents
Customizing Global Marketing
The Basic Argument
How Far to Go
Four Dimensions of Global Marketing
Four Dimensions of Gloabl Marketing (cont.)
Going Too Far Too Fast
How to Get There (Closing the “Present” and “Desired” Gap)
Three Critical Issues in the Decentralized MNC
How To Get There: Alternative Approaches
How To Get There: Alternative Approaches (cont.)
Motivating the Field: Five Suggestions
Motivating the Field: Five Suggestions (cont.)
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Author: Authorized User
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