Global Marketing Strategy for the Internationalization of a U.S.-based University in Latin America
Abstract
This document simulates a senior executive-level proposal of a methodology of global marketing decision-making to initiate the incursion of a U.S.-based higher education institution to the Ecuadorian higher education market. The theoretical framework of global marketing strategy (Cavusgil, Knight & Riesenberger, 2008) and the taxonomy of marketing research (Hair et al, 2006) is applied to evaluate the conditions of the Ecuadorian target market. The document also presents a general overview of segmentation; targeting and positioning strategies and a discussion of the adaptation of the marketing mix supported by globally acknowledged, peer-reviewed research.Suggested Citation
Grace S. Thomson. 2008. "Global Marketing Strategy for the Internationalization of a U.S.-based University in Latin America" Relationship Marketing
Available at: http://works.bepress.com/grace_thomson/23