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Global Marketing Management, 6th Edition by Kristiaan Helsen, Masaaki Kotabe

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imagesHAPTER OVERVIEW

  1. BARRIERS TO GLOBAL INTERNET MARKETING
  2. GLOBAL INTERNET CONSUMERS
  3. GLOBALLY INTEGRATED VERSUS LOCALLY RESPONSIVE INTERNET MARKETING STRATEGIES
  4. THE INTERNET AND GLOBAL PRODUCT POLICY
  5. GLOBAL PRICING AND THE WEB
  6. GLOBAL DISTRIBUTION STRATEGIES AND THE INTERNET
  7. THE ROLE OF THE INTERNET FOR GLOBAL COMMUNICATION STRATEGIES

Although the obituaries of numerous dot-com companies were written during the 2001 tech bust, the internet remains a technological marvel for global marketers. The internet has reshaped the global marketplace for international marketers both on the demand and the supply side. The web clearly provides a unique distribution and communication channel to marketers across the globe. It is the ultimate marketplace to buy and to sell goods and services. The challenge for many global multinationals is to wring out the benefits that the web offers. For scores of internet startups that initially focused on their home market, going global can provide an avenue for further growth. Amazon foresees that Europe could ultimately prove to be a better place for doing e-commerce than the United States for two reasons: with Europe's high population density (1) delivery is faster and (2) real estate prices are high in high traffic city areas, leading to a cost advantage to virtual ...

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