Problems In The Formulation Of A General Global Marketing Plan.

Author

Homer LeRoy Crumley Jr.

Publication Date

8-19-1966

Abstract

Objective

The objective of this paper is to determine what adjustments and/or modifications to the domestic marketing plan are necessary to develop a successful global marketing plan.

Hypothesis

The formulation of a global marketing plan requires not only adjustment of the domestic marketing variables, but consideration and inclusion of new marketing variables.

Approach

The approach used in this paper will be that of a theoretical analysis based on literature research on domestic and international marketing, including case studies, to identify basic domestic and global marketing variables. The operational framework of a general domestic marketing plan will be established. The marketing plan will then be adjusted reflecting the different evaluation of variables for global operations. Also new variables inherent and necessary to the global marketing plan will be identified and discussed.

Language

English

Document Type

Thesis

Degree Name

Master of Business Administration (MBA)

Level of Degree

Masters

Department Name

Anderson School of Management

First Committee Member

Lothar George Winter

Second Committee Member

Howard Vivian Finston

Third Committee Member

Thomas Owen Kirkpatrick

Recommended Citation

Crumley, Homer LeRoy Jr.. "Problems In The Formulation Of A General Global Marketing Plan.." (1966). https://digitalrepository.unm.edu/anderson_etds/48