International marketing reader:
This collection of articles focuses on the particular challenges and issues of international marketing. How can a company break into a new foreign market? What pricing structures should be in operation for a global product? How does one manage a multilingual advertising campaign? The Reader combines...
Saved in:
| Format: | Book |
|---|---|
| Language: | English |
| Published: |
London u.a.
Routledge
1995
|
| Edition: | 1. publ. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Summary: | This collection of articles focuses on the particular challenges and issues of international marketing. How can a company break into a new foreign market? What pricing structures should be in operation for a global product? How does one manage a multilingual advertising campaign? The Reader combines previously published articles with new papers commissioned to update classic research in the field. With an international set of contributors and a range of international examples, the book offers a selection of critical studies that analyse each part of the marketing function. It then concludes by reflecting on the creation of the EU, of NAFTA and the unpredictable Westernization of emerging markets of Central and Eastern Europe, showing how the international marketing expert must be able to respond to the rapidly changing global environment. |
| Physical Description: | XX, 336 S. Ill., graph. Darst. |
| ISBN: | 0415114004 0415100399 |
Staff View
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| 520 | 3 | |a This collection of articles focuses on the particular challenges and issues of international marketing. How can a company break into a new foreign market? What pricing structures should be in operation for a global product? How does one manage a multilingual advertising campaign? The Reader combines previously published articles with new papers commissioned to update classic research in the field. With an international set of contributors and a range of international examples, the book offers a selection of critical studies that analyse each part of the marketing function. It then concludes by reflecting on the creation of the EU, of NAFTA and the unpredictable Westernization of emerging markets of Central and Eastern Europe, showing how the international marketing expert must be able to respond to the rapidly changing global environment. | |
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Record in the Search Index
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| adam_text | Contents
List of figures viii
List of tables x
Acknowledgements xii
Contributors xiv
1 Introduction 1
Stanley J. Paliwoda and John K. Ryans Jr
Part I Foreign market entry modes
2 Foreign market entry methods: a mode choice framework 15
Angle Drlscoll
3 Franchising and foreign market entry 35
EN. Burton and A.R. Cross
Part II Organizational responses to foreign market environments
4 International marketing and internationalization processes: a
network approach 51
Jan Johanson and Lars Gunnar Mattsson
5 Using networks to determine multinational parental control
of subsidiaries 72
Ulf Andersson and Mats Forsgren
6 Multinational market portfolios in global strategy
development 88
Gilbert D. Harrell and Richard O. Kiefer
Part III International product management
7 Global product management: strategic alternatives 105
Warren J. Keegan
8 Generic product strategies for the world market 110
Rajan Saxena
9 ISO 9000: the new strategic consideration 122
H. Michael Hayes
10 The Deming, Baldrige and European Quality Awards 137
Behnam Nakhai and Jaoa S. Neves
11 Make marketing part of the quality effort 146
Joseph L. Orsini
Part IV International advertising
12 British multinational agencies: recent problems and the
challenges of structural change 157
Douglas C. West
13 Media burst in a Euroasian country: a blessing or a burden? 177
Niikhet Vardar
14 The role of multilingual copy adaptation in international
advertising 202
Ursula Griiber
Part V International distribution
15 Logistics strategies for global businesses 217
James Cooper
16 A retail entry model for the operational control decisions
of international retailers 240
Therese A. Maskulka and G. Scott Erickson
Part VI Pricing
17 Tactical pricing 257
Robert A. Garda
18 Pricing for a single market 266
Ralf Leszinski
Contents vii
19 Developing a global pricing strategy 273
Clive Sims, Adam Phillips and Trevor Richards
Part VII Regional markets
20 A Single European Market? 295
Jim Sherlock
21 A new marketing environment as Eastern Europe moves
westwards 308
Stanley J. Paliwoda
22 NAFTA: is it in Canada s best interest? 320
David Elton and Todd Hirsch
Index 334
|
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| dewey-full | 658.8/48 |
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| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
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| id | DE-604.BV010516532 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:54:20Z |
| institution | BVB |
| isbn | 0415114004 0415100399 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007009966 |
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| physical | XX, 336 S. Ill., graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Routledge |
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| spelling | International marketing reader ed. by Stanley J. Paliwoda ... 1. publ. London u.a. Routledge 1995 XX, 336 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier This collection of articles focuses on the particular challenges and issues of international marketing. How can a company break into a new foreign market? What pricing structures should be in operation for a global product? How does one manage a multilingual advertising campaign? The Reader combines previously published articles with new papers commissioned to update classic research in the field. With an international set of contributors and a range of international examples, the book offers a selection of critical studies that analyse each part of the marketing function. It then concludes by reflecting on the creation of the EU, of NAFTA and the unpredictable Westernization of emerging markets of Central and Eastern Europe, showing how the international marketing expert must be able to respond to the rapidly changing global environment. Internationale marketing gtt Export marketing Exportmarketing (DE-588)4153393-8 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Exportmarketing (DE-588)4153393-8 s DE-604 Internationales Marketing (DE-588)4125431-4 s Paliwoda, Stanley J. 1948- Sonstige (DE-588)170083470 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007009966&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | International marketing reader Internationale marketing gtt Export marketing Exportmarketing (DE-588)4153393-8 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4153393-8 (DE-588)4125431-4 (DE-588)4143413-4 |
| title | International marketing reader |
| title_auth | International marketing reader |
| title_exact_search | International marketing reader |
| title_full | International marketing reader ed. by Stanley J. Paliwoda ... |
| title_fullStr | International marketing reader ed. by Stanley J. Paliwoda ... |
| title_full_unstemmed | International marketing reader ed. by Stanley J. Paliwoda ... |
| title_short | International marketing reader |
| title_sort | international marketing reader |
| topic | Internationale marketing gtt Export marketing Exportmarketing (DE-588)4153393-8 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Internationale marketing Export marketing Exportmarketing Internationales Marketing Aufsatzsammlung |
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