June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Deciding Which Markets to Enter
In deciding to go abroad, the company needs to define its marketing objectives and policies. What ratio of international sales to total sales will it seek? Most companies start small when they venture abroad. Some plan to stay small; others have bigger plans.
Determining How Many Markets to Enter
The company must decide how many countries to enter and how fast to expand. Typical entry strategies are the waterfall approach, gradually entering countries in sequence, and the sprinkler approach, entering many countries simultaneously. Increasingly, firms—especially technology-intensive firms and online ventures—are born global and market to the entire world from the outset.
Matsushita, BMW, General Electric, Benetton, ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.