Chapter 12: Going Global
Chapter Contents
- 12.1 The Motivation for Global Marketing
- 12.2 Why Going Global Matters
- 12.3 The Globalization Debate
- 12.4 Standardization and Customization
- 12.5 International Entry Modes
- 12.6 Exporting
- 12.7 Licensing
- 12.8 Franchising
- 12.9 Contract Manufacturing
- 12.10 Joint Ventures
Source:
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