Expand!: the dynamic approach to international marketing development
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Aldershot u.a.
Gower
1994
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 426 S. graph. Darst. |
| ISBN: | 0566074354 |
Internformat
MARC
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| 100 | 1 | |a Giordan, Alain-Eric |e Verfasser |4 aut | |
| 240 | 1 | 0 | |a Exporter plus |
| 245 | 1 | 0 | |a Expand! |b the dynamic approach to international marketing development |c Alain-Eric Giordan |
| 264 | 1 | |a Aldershot u.a. |b Gower |c 1994 | |
| 300 | |a XVIII, 426 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Comercio exterior | |
| 650 | 4 | |a Mercado de exportación - Administración | |
| 650 | 4 | |a Promoción de exportaciones | |
| 650 | 0 | 7 | |a Internationales Marketing |0 (DE-588)4125431-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Internationales Marketing |0 (DE-588)4125431-4 |D s |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-006611432 | ||
Datensatz im Suchindex
| _version_ | 1804124349210296320 |
|---|---|
| adam_text | Contents Translator s Note vii
Index of Case Studies ix
Introduction xv
GETTING ORGANIZED TO EXPAND: DEVELOPMENT
METHOD
Chapter 1 Planning An International Expansion Strategy
(Study Phase) 3
1.1 Evaluation of Market Development Potentials 3
1.2 Ranking of Intervention Priorities 23
1.3 Definition of Strategic Marketing Targets 34
A Chairman s View by Sir Adrian Cadbury 38
Chapter 2 Mobilizing the Adapted Development Means
(Preparation Phase) 43
2.1 Search for Development Plan Components 44
2.2 Development Plan Elaboration 52
2.3 Practical Organization 72
2.4 Operations Schedule 88
2.5 Budget and Financing 91
Chapter 3 Making a Success of Actions Undertaken
(Implementation Phase) 99
3.1 Development Plan Realization 99
3.2 Dynamic Control 106
3.3 Follow up 112
vi EXPAND!...
SELECTING WAYS TO EXPAND: INVENTORY AND
PRACTICAL ADVICE
Introduction 119
Chapter 4 Reinforcing Supply Competitiveness:
Product Dynamic Devices 121
4.1 Product Perception Valorization 125
4.2 Product Adaptation 141
4.3 Price Adjustments 171
4.4 New Product Launches 183
4.5 Delocalized Production 196
Chapter 5 Energizing Commercial Organization:
Push Dynamic Devices 209
5.1 International Company Team 210
5.2 Local Representatives 238
5.3 Local Distributors 267
Chapter 6 Stimulating International Demand:
Pull Dynamic Devices 287
6.1 International Communication Organization 287
6.2 Media Advertising 312
6.3 Other Advertising Tools 341
6.4 Public Relations 358
6.5 Promotional Actions 390
References 417
Detailed Contents List 419
Index of Short Case Studies Accor 47 8, 216 17, 227, 355 6
AEG 262
Air France 44, 49, 269 70, 314, 357, 367
Airbus Industrie 10, 80, 156, 166, 175, 183 4, 349, 410
Airelec Radial 197 8, 272
American Express 357, 411
April 73, 142
Avon 249 50
Axon 373 4
Ayer 323 (fn)
B+ Microsystems 136 7
Beecham 258, 403
Beneteau 220 1
Benetton 266 7, 323, 370
Bisquit 89, 145
Black and White 404
Bledine 92
BMW 62
Bogart 62
Bongrain 143
Bouygues 104
British Midland 63
Brune 199
BSN Biscuit 66 9, 135 6, 147, 159 60, 369
BSN Segma 46 7
Bull 128, 174 5, 307
Cableries de Saint Etienne 45
Cadbury Schweppes 26, 38 41, 163 4, 188, 273
Calberson 262 3, 382, 397
Camus 31 2
Cartier 51 2, 221, 370, 373
CGE 151
Chanel 140
Chiclets 271
Christaud 278, 405
Chupa Chups 25, 111, 140, 182 3, 242
Ciments Francais International 235, 370
Clarins 103, 166 7, 254, 352
Club Mediterranee 10 11, 92 3, 126, 167, 190 1, 235, 305
Cointreau 24 5, 48, 49, 141, 188, 278
Cie. Generate Horlogere (CGH) 19, 214, 263, 345
Commentryenne des Aciers 13, 153, 201, 221 2, 266, 411
Commerzbank 405
Concept Groupe 132, 140, 315
Credit Lyonnais 134, 152, 184, 237, 387
Cristalleries de Baccarat 36, 130, 154 5, 163, 180, 283, 354
C. Marion 13, 17, 27
CZA 4 5, 6
Dassault Aviation 33
DBC 211 12
Descamps 54, 358 9
Diepal 185 6
Dim 113, 138 9, 148
Dirickx 29, 199
Doublet 31, 104 5, 230 1, 273, 339, 365 6
Dubonnet 111
Duracell 328
EAG Exposition 375
Esso 398
Elida Gibbs 300 1
Estee Lauder 404
Evian 28, 110, 160, 285
Facom 12, 51, 81, 226, 242, 410
Favi 145 6, 229 30
Fiat 369
Fish 76, 152, 179
Franchise de Brasserie 86, 225
France Ebauches 197
Francom Asia 288, 360 1
Gabillard 180
General Electric 65
General Foods 403
Generation Publications 380
Grand Marnier 144, 176, 181 2, 193, 300, 332, 369, 381, 409
Grandos 406
Guy Laroche Parfums 395
Hattori Seiko 30
HDM 303
Heinz 407
Henkel 62
Hermann Ludwig GmbH 382
Hesnault Transports Internationaux 28 9,157,162 3, 227 8, 337, 357
Heudebert 156
Hewlett Packard 20, 215
Hilton 184
Holiday Inn 63, 150 1, 405
Hoover 398
Hutchinson 158
IBM 47, 75, 166, 296, 300, 368 9
Inter G 189, 348
IPEC 338, 385 6
Jacobs Club 404
Jaz 19, 21, 22, 30, 145, 158, 178, 214, 263, 345
Jean Patou 386
Jif 409
Johnson and Johnson 408
Kaba 404
Kellogg 46, 142, 405
Kenco 62
Kenzo 132
Kleber Industrie 23
Kleenex/Kimberley Clark 140
Kodak 403
Kraft 408
Krebs 6, 32, 226, 367, 410
K G 234
Lacoste 27, 185, 186, 188, 190, 191, 200, 274
La Porcelaine Blanche 134, 281
Laboratoire R. Bellon 249, 348, 381
Lainiere de Picardie 244, 377
Lancome 243, 372, 386
Lego 404
Lemaitre 146
Lenor 405
Lenotre 20, 32, 147 8, 203, 281, 370, 383
Leonard Fashion 187, 385
Leonard Parfums 31, 101, 143
Liqueurs Georges Monin 374
Lowenbrau 147, 192, 340
L Oreal 30, 46, 64, 243, 279
Louis Vuitton 371 2
Lux 404
MAPA 158 9
Matra 33, 358, 370
Mazda 328
McDonald s 20
Meilland 206
Meridien 36, 56, 130, 134, 155, 249, 285, 296, 367, 368, 406
Merlin Gerin 227
MGTB Enterprise 323
Mikli 276 7, 390
Monin 374
Monsanto 198
Moulinex 33, 62, 168, 170 1, 189, 300, 332, 363
NEC 151
Nivea 404
Nixdorf 148
Novotel 47
Optorg 265
Ovomaltine 404
Oxo 405
Parfums Christian Dior 264 5
Parfums et Beaute International (PBI) 30 1, 64, 212 13, 220, 279, 286,
351, 386
Perm 135, 315
Pepsi Cola 128, 176 7, 238 9, 258, 369, 378 9, 392 5
Pernod Ricard 53, 54
Perrier 14, 17, 130, 164, 178 9, 189, 223, 254, 305, 350, 356, 389
Peugeot 25 6, 26, 185, 186, 190, 191, 301, 302 4, 320, 411
Philip Morris 341
Philips 63, 151 2
POPAI 341, 342
Potain 35, 165, 168, 251, 315, 365
Profilafroid 22, 74
Pronuptia 17, 312
Provence Export 65
Qantas Airways 297, 385, 395
Renault 266
Renault Vehicules Industries (RVI) 149, 167, 172, 201, 246
Revillon 59, 132, 168
Rhone Poulenc 18, 126 8, 237 8, 371
RoC 12, 21, 22, 150, 158, 250, 270 1, 296
Roussel Uclaf 11, 198
SAE 236
Salmon 123
Sauvion Muscadet 65, 225, 232, 246 7, 383
Schick 271
Schweppes 262, 273, 403
SEITA 45, 186 7, 196, 280, 319
Seve International 149, 166, 200, 320
Sfernice 9 10
SKF 285, 323 7
Sofitel 216 17, 355 6
Sogedi 77 8, 241 2
Sony 143, 298 9, 306
Spontex 282, 404, 409
Stern 367
Suze 20
Swarovski 273
Taco Bell 128
Taittinger 161
Thainox Steel Ltd 287 8, 360 1
TNT 86
Tracor Aerospace 377 8
Trimex 28, 142 (fn)
Ugine Group 287 8, 359 60
Uranie 160
UTA 152 3, 265
Vanneries Ardennaises 410
Volkswagen 61 2
Warner Lambert 271 2
Waterman 51, 102, 114, 179, 297, 331, 366
Whyte and Mackay 164
Winston 400
WMP Communication 353
Wrigley 273 4
Wunderman Cato Johnson 397, 400
Yema 214, 263, 345, 373
Yoplait 129, 199, 252, 274, 304, 406, 409
World Trade Centers Association 7 8, 65 66
Zodiac 50, 58 9, 150, 202, 272
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| illustrated | Illustrated |
| indexdate | 2024-07-09T17:44:15Z |
| institution | BVB |
| isbn | 0566074354 |
| language | English |
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| publishDate | 1994 |
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| spelling | Giordan, Alain-Eric Verfasser aut Exporter plus Expand! the dynamic approach to international marketing development Alain-Eric Giordan Aldershot u.a. Gower 1994 XVIII, 426 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Comercio exterior Mercado de exportación - Administración Promoción de exportaciones Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006611432&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Giordan, Alain-Eric Expand! the dynamic approach to international marketing development Comercio exterior Mercado de exportación - Administración Promoción de exportaciones Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 |
| title | Expand! the dynamic approach to international marketing development |
| title_alt | Exporter plus |
| title_auth | Expand! the dynamic approach to international marketing development |
| title_exact_search | Expand! the dynamic approach to international marketing development |
| title_full | Expand! the dynamic approach to international marketing development Alain-Eric Giordan |
| title_fullStr | Expand! the dynamic approach to international marketing development Alain-Eric Giordan |
| title_full_unstemmed | Expand! the dynamic approach to international marketing development Alain-Eric Giordan |
| title_short | Expand! |
| title_sort | expand the dynamic approach to international marketing development |
| title_sub | the dynamic approach to international marketing development |
| topic | Comercio exterior Mercado de exportación - Administración Promoción de exportaciones Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Comercio exterior Mercado de exportación - Administración Promoción de exportaciones Internationales Marketing |
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