International marketing strategy:
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
Oxford u. a.
Pergamon Press
1990
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Literaturangaben |
| Physical Description: | X, 640 S. graph. Darst. |
| ISBN: | 0080362850 0080362842 |
Staff View
MARC
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| 245 | 1 | 0 | |a International marketing strategy |c ed. by Hans B. Thorelli ... |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Oxford u. a. |b Pergamon Press |c 1990 | |
| 300 | |a X, 640 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 500 | |a Literaturangaben | ||
| 650 | 4 | |a Entreprises multinationales - Gestion | |
| 650 | 4 | |a Marchés d'exportation | |
| 650 | 4 | |a Marketing international | |
| 650 | 4 | |a Multinationales Unternehmen | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a International business enterprises |x Management | |
| 650 | 4 | |a Marketing | |
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Record in the Search Index
| _version_ | 1804119689533587457 |
|---|---|
| adam_text | Contents
Preface l
Introduction 3
Part I Conceptual Foundations
1. International Marketing: An Ecological View
Hans B. Thorelli 13
2. The Gains from Trade
The Economist 31
3. Some New Competitive Factors in International Marketing
Richard D. Robinson 39
4. Becoming a Triad Power: The New Global Corporation
Kenichi Ohmae 57
5. Networks: The Gay Nineties in International Marketing
Hans B. Thorelli 73
6. International Marketing and Purchasing of Industrial Goods:
An Interaction Approach
HAkan HAkansson 87
7. Export Trading Companies in World Markets: A Conceptual
View
Lyn S. Amine 103
8. Assessment of Company Readiness to Export
S. Tamer Cavusgil and Robert W. Nason 129
Further Reading — Part I 141
v
vi Contents
Part II Internationalization of the Firm
9. On the Internationalization Process of Firms
S. Tamer Cavusgil 147
10. Japan s Kao Enters U.S. Cautiously with Jergens Co.
Jeremy Mark and Masayoshi Kanabayashi 161
11. Wilkinson s New Edge
Joachim Schypek 165
12. Selling Swedish Style
Judy Steed 173
13. Western Ways: How a German Firm Joined with Soviets to
Make Good Shoes
Thomas F. O Boyle 179
14. Selling to Japan: We Did it Their Way
Fred Reinstein 185
Further Reading — Part II 195
Part III Global Markets
°15. A Market Oriented Clustering of Countries
S. Tamer Cavusgil 201
16. The Promise and Challenges of Europe 1992
Business International 213
17. The New Powers of Asia
Louis Kraar 221
18. Marketing Environment in the Middle East and North
Africa: The Forces behind Market Homogenization
Lyn S. Amine and S. Tamer Cavusgil 229
19. What can Third World Countries Learn from China?
Hans B. Thorelli 249
20. Marketing to the Third World Countries
Osman Atac and S. Tamer Cavusgil 261
Contents vii
Further Reading — Part III 277
Part IV Researching, Understanding, and
Negotiating for Global Market Opportunities
21. Guidelines for Export Market Research
S. Tamer Cavusgil 283
22. Market Research the Japanese Way
Johny K. Johansson and Ikujiro Nonaka 297
23. Demand Estimation in a Developing Country Environment:
Difficulties, Techniques and Examples
Lyn S. Amine and S. Tamer Cavusgil 305
24. Customer Analysis for Strategy Development in Industrial
Markets
N. C. G. Campbell and M. T. Cunningham 327
25. The Information Seekers: Multinational Strategy Target
Hans B. Thorelli 341
26. Guidelines for International Business Negotiations
Pervez N. Ghauri 353
Further Reading — Part IV 367
Part V Market Entry Strategies
27. International Market Entry and Expansion via Independent
or Integrated Channels of Distribution
Erin Anderson and Anne T. Coughlan 373
28. Diffusion of Franchise System Use in International
Operations
Lawrence S. Welch 383
29. The Bright Future of Service Exports
Richard I. Kirkland, Jr. 397
30. Marketing to China: Still the Silk Road
Hans B. Thorelli and Joseph Y. Battat 403
viii Contents
31. How Caterpillar China Coped with Key Obstacles in Major
Licensing Deal
Business International 415
32. MicroAge Targets Japan s Small Businesses in Franchising
Venture
Business International 419
33. How Japan Won a Contract to Build Turkey a Bridge
Lawrence Ingrassia 423
34. Strategic Alliances Guidelines for Success
Godfrey Devlin and Mark Bleackley 431
35. International Barter and Countertrade
Sandra Huszagh and Fredrick Huszagh 439
36. Countertrade Suits Metallgesellschaft Fine
George Melloan 449
Further Reading — Part V 453
Part VI Developing, Implementing, and
Controlling the International Marketing Mix
37. Marketing Mix Standardization: An Integrated Approach in
Global Marketing
Ralf T. Kreutzer 459
38. International Product Positioning
^ Johny K. Johansson and Hans B. Thorelli 471
39. Distributors — Finding and Keeping the Good Ones
Gunnar Beeth 487
40. Black Decker s Turnaround Strategy
Business International 495
41. 3M s Global Marketing Plan: How a New Package Helped
its Worldwide Reorganization
Business International 499
Contents ix
42. Unravelling the Mystique of Export Pricing
S. Tamer Cavusgil 503
43. Price Escalation in International Marketing
Helmut Becker 523
44. Taking Advantage of Trade Fairs for Maximum Sales
Impact
Business International 527
45. How Multinationals Can Counter Gray Market Imports
S. Tamer Cavusgil and Ed Sikora 531
Further Reading — Part VI 551
Part VII Integrated Marketing Planning and
Action
o 46. Strategic Planning in International Marketing
Hans B. Thorelli and Helmut Becker 557
o 47. Strategic Planning for a Global Business
Balaji S. Chakravarthy and Howard V. Perlmutter 569
48. Japanese Export Marketing: Structures, Strategies and
Counterstrategies
Johny K. Johansson and Ikujiro Nonaka 585
49. Kodak s Matrix System Focuses on Product Business Units
Business International 601
50. Performance Audits: The MNC Through the Glasses of the
LDC
Hans B. Thorelli 605
Further Reading Part VII 619
General Readings in International Marketing 621
Glossary 623
Country Index 625
x Contents
Company Index 627
Name Index 629
Subject Index 631
Appendix: New Techniques for Executive Development and
Training in International Business/Marketing 637
About the Editors 639
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| spelling | International marketing strategy ed. by Hans B. Thorelli ... 3. ed. Oxford u. a. Pergamon Press 1990 X, 640 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturangaben Entreprises multinationales - Gestion Marchés d'exportation Marketing international Multinationales Unternehmen Export marketing International business enterprises Management Marketing Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Internationales Marketing (DE-588)4125431-4 s DE-604 Marketingstrategie (DE-588)4120697-6 s 1\p DE-604 Thorelli, Hans Birger 1921- Sonstige (DE-588)121101940 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003427377&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | International marketing strategy Entreprises multinationales - Gestion Marchés d'exportation Marketing international Multinationales Unternehmen Export marketing International business enterprises Management Marketing Internationales Marketing (DE-588)4125431-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4120697-6 (DE-588)4143413-4 |
| title | International marketing strategy |
| title_auth | International marketing strategy |
| title_exact_search | International marketing strategy |
| title_full | International marketing strategy ed. by Hans B. Thorelli ... |
| title_fullStr | International marketing strategy ed. by Hans B. Thorelli ... |
| title_full_unstemmed | International marketing strategy ed. by Hans B. Thorelli ... |
| title_short | International marketing strategy |
| title_sort | international marketing strategy |
| topic | Entreprises multinationales - Gestion Marchés d'exportation Marketing international Multinationales Unternehmen Export marketing International business enterprises Management Marketing Internationales Marketing (DE-588)4125431-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Entreprises multinationales - Gestion Marchés d'exportation Marketing international Multinationales Unternehmen Export marketing International business enterprises Management Marketing Internationales Marketing Marketingstrategie Aufsatzsammlung |
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