2015冬季学期国际市场营销.pptxVIP

I n t e r n a t i o n a l M a r k e t i n g1 4 t h E d i t i o nP h i l i p R. C a t e o r aM a r y C. G i l l yJ o h n L . G r a h a mGlobal Marketing Management:Planning and Organizationlecture 5McGraw-Hill/IrwinInternational Marketing 14/eCopyright ? 2009 by The McGraw-Hill Companies, Inc. All rights reserved.What Should You Learn?The driving forces of internationalization of companyHow global marketing management differs from international marketing managementThe need for planning to achieve company goalsThe important factors for each alternative market-entry strategy11-Introduct