International marketing strategy:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow ; Munich [u.a.]
Prentice Hall
1999
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVI, 574 S. graph. Darst. |
| ISBN: | 0130100579 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV012530958 | ||
| 003 | DE-604 | ||
| 005 | 20220801 | ||
| 007 | t | ||
| 008 | 990427s1999 xxkd||| |||| 00||| eng d | ||
| 020 | |a 0130100579 |9 0-13-010057-9 | ||
| 035 | |a (OCoLC)439968995 | ||
| 035 | |a (DE-599)BVBBV012530958 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 044 | |a xxk |c XA-GB | ||
| 049 | |a DE-20 |a DE-703 |a DE-706 |a DE-521 |a DE-634 | ||
| 050 | 0 | |a HF1416.B72 1999 | |
| 080 | |a 005.2 | ||
| 080 | |a 339.13 | ||
| 080 | |a 339.5 | ||
| 080 | |a 658.8 | ||
| 082 | 0 | |a 658.8/48 21 | |
| 084 | |a QP 680 |0 (DE-625)141923: |2 rvk | ||
| 100 | 1 | |a Bradley, Frank |d 1942- |e Verfasser |0 (DE-588)170968529 |4 aut | |
| 245 | 1 | 0 | |a International marketing strategy |c Frank Bradley |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Harlow ; Munich [u.a.] |b Prentice Hall |c 1999 | |
| 300 | |a XXVI, 574 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Investicije, tuje - Strateško povezovanje - Učbeniki za visoke šole | |
| 650 | 7 | |a Marketing - Strategija - Učbeniki za visoke šole |2 ssg | |
| 650 | 7 | |a Mednarodna podjetja - Poslovno okolje - Učbeniki za visoke šole |2 ssg | |
| 650 | 4 | |a Mednarodni marketing - Firme - Poslovni procesi - Poslovna strategija - Implementacija - Učbeniki za visoke šole | |
| 650 | 7 | |a Mednarodni marketing - Marketinška strategija - Učbeniki za visoke šole |2 ssg | |
| 650 | 7 | |a Mednarodno poslovanje - Vodenje - Učbeniki za visoke šole |2 ssg | |
| 650 | 7 | |a Podjetja - Marketing - Tuja tržišča - Učbeniki za visoke šole |2 ssg | |
| 650 | 4 | |a Export marketing -- Management | |
| 650 | 0 | 7 | |a Exportmarketing |0 (DE-588)4153393-8 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Internationales Marketing |0 (DE-588)4125431-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketingstrategie |0 (DE-588)4120697-6 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Internationales Marketing |0 (DE-588)4125431-4 |D s |
| 689 | 0 | 1 | |a Marketingstrategie |0 (DE-588)4120697-6 |D s |
| 689 | 0 | |8 1\p |5 DE-604 | |
| 689 | 1 | 0 | |a Exportmarketing |0 (DE-588)4153393-8 |D s |
| 689 | 1 | 1 | |a Internationales Marketing |0 (DE-588)4125431-4 |D s |
| 689 | 1 | |8 2\p |5 DE-604 | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008507717&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-008507717 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Datensatz im Suchindex
| _version_ | 1804127177031024640 |
|---|---|
| adam_text | Contents
Acknowledgements Xxi
Introduction xxiii
PART I
The decision to internationalize 1
1 International marketing in the firm 3
International marketing environment 3
International marketing strategy 4
Process model of internationalization 5
The firm in international markets 6
Nature of the international firm 7
Competitive advantage in the international firm 8
The globalization debate 11
Causes of globalization 11
Technology and trade liberalization 12
Company size and scale effects 15
Regional markets not global markets 15
Access to intangible resources 17
Influence on the international firm 18
Strategic thinking in international marketing 19
Marketing orientation for the international firm 21
Strategic marketing process 22
Performance and growth of the firm 24
Improving marketing performance in the firm 24
Dynamics of the international firm 27
Market innovation and profit growth 28
The costs of company growth 29
Summary 30
Discussion questions 30
References 31
viii Contents
2 Theories of the firm in international markets 32
Recent interest in international marketing 32
Theory and practice in international marketing 32
Trade theories of the firm in international markets 33
Absolute advantage and the international firm 33
Comparative advantage and the international firm 34
Exchange rates and trade theory 35
Transactions costs in international markets 37
Role of transaction costs 37
Limitations of trade theory and transaction cost explanations 38
Comparative advantage theory of international competition 39
International marketing theories 42
Definitions in international marketing 43
Search for an international marketing paradigm 44
A managerial theory of international marketing in the business system 44
Role of marketing in the business system 46
Orientation of the company 47
Market orientation 50
Using the value chain 52
Positioning the firm in the business system 53
Application of the product market and business system framework 54
Summary 55
Discussion questions 56
References 56
3 Resources and managerial capacity 59
Resources and aspirations 59
Excess capacity in the firm 59
Identifying the firm s competitive advantages 60
Role of knowledge in competitive advantage 60
Knowledge and the scale and scope of the firm 63
Characteristics and aspirations of the firm 65
Criteria for success 65
Coals and objectives of the firm 67
Product range in the firm 68
Location of the firm 68
Size of the firm 69
Management of the firm 70
Managerial aspirations for internationalization 70
Commitment to internationalization 71
Managerial expectations and internationalization 72
Attitude towards company growth 73
Cognitive style of managers 75
Preventing internationalization failure 77
Contents ix
Motivation to internationalize 78
Strategic and opportunistic approaches to internationalization 78
Strategic approach to international markets 79
International market experience 79
Commitment to internationalization 80
Measuring commitment to international markets 81
Resources and management: an integrated view 82
Summary 82
Discussion questions 83
References 84
4 Strategic options for the firm 86
Marketing orientation in international competitive environment 86
Challenge of innovative companies 87
Required international marketing response 87
Product market development 88
Technology, product and market decisions 89
Strategic corporate response: general considerations 92
Cost cutting and restructuring the firm 93
Company growth and discontinuity 94
Foundation for strategy development 94
Competitive strategies 95
Analysing competitor strategies 97
Investing in manufacturing and marketing 97
Managing costs and prices 97
International competitive strategies 100
International marketing strategies 101
Generic market segmentation 101
Cultural and geographic market segmentation 103
Standardized or customized international strategies 104
Implications of standardizing international marketing strategies 106
Product market and business system resource allocation 107
Resource allocation in international markets 108
Summary 110
Discussion questions 110
References 111
PART II
Analysis of the international
marketing environment 113
5 Global, regional and emerging markets 115
World output and trade 116
Concept of free trade 11 7
x Contents
Developments in industrial markets 118
Trade agreements and market integration 119
General Agreement on Tariffs and Trade 120
World Trade Organization 121
Approaches to market integration 121
European Union 121
North American Free Trade Agreement 123
Asia Pacific Rim 123
New markets in Latin America 124
Central and Eastern European markets 125
Special position of developing countries 127
Vicious circle of poverty 129
Relevance of marketing in developing countries 1 30
Role of marketing in economic development 131
Phenomenon of emerging markets 1 31
Recognizing mutual dependence 1 32
First mover and long term advantage in emerging markets 132
Marketing stages and levels of economic development 1 34
Summary 135
Discussion questions 136
References 136
6 The sociocultural environment 138
Meaning of culture in international marketing 1 38
Sociocultural environment 141
Interpreting culture for the international firm 143
Characteristics of culture 144
Elements of culture in international markets 146
Importance of values 146
Language and communication in international marketing 148
Social organization and education 150
Technology and material culture 152
Analysis of culture influence 153
Macro analysis of the cultural environment 154
Micro analysis of the cultural environment 156
Sociocultural distance as a barrier to internationalization 159
Cultural influences on the international firm norms and behaviour
patterns 160
Cultural ideology and the international firm 160
Material culture and the international firm 161
Summary 162
Discussion questions 163
References 163
Contents xi
7 Public policy environment 165
Political environment of international marketing 165
Risk and uncertainty in international markets 166
Common political risks 166
Role of government 169
Importance of political stability 171
Analysis of political environment 172
Regulating international transfers 173
Regulating transfers of products and services 1 74
Regulating money transfers 175
Regulating people transfers 175
Regulating technology transfers 1 76
Importance of exchange rate stability 1 76
International legal framework 178
EU laws and directives 1 79
Major world legal systems 180
Intellectual property rights in international markets 181
Legal aspects of marketing claims 182
Summary 183
Discussion questions 183
References 184
8 Creating competitive advantage 185
Marketing challenge of open markets 185
Created assets in international marketing 186
Comparative advantage and competitive advantage 187
Country and company competitiveness 187
Location of competitive advantage: industry and region 188
Importance of labour productivity 189
Challenge facing the international firm 190
Industrial and commercial policy environment 190
Nature and formation of industrial and commercial policy 193
Strategies for development: countries and communities 195
Trends in comparative advantage 196
Dynamic comparative advantage 197
Growth and productivity strategies 198
Managed regional markets 200
Industrial policy, growth and welfare 200
Classifying country development strategies 201
Future of industrial and commercial policies 202
Policies for international competition in the EU 203
Summary 204
Discussion questions 205
References 206
xii Contents
PART III
How the firm enters international
markets 207
9 International markets and customers 209
International market selection process 209
Importance of international market selection 209
Competitive characteristics of the market 210
Mechanics of international market selection 211
Opportunistic selection of international markets 211
Systematic selection of international markets 212
Industry market potential 214
Company sales potential 215
Role of information sources 216
Evolution from opportunistic to systematic market selection 218
Influences on selection of markets 218
Company size and market selection 218
Influence of export sales 218
Corporate goals and market selection 219
Influence of company strategy 220
Value of market information 220
Segmenting international markets 221
Consumer market segmentation 223
Segmenting industrial markets 226
Market segmentation: geography and zones of influence and
business distance 227
Key country segmentation variables 228
Using affluence and convenience to segment international markets 228
Linking market segmentation to market selection 229
Systematic selection of customers 230
Rationalization of product markets and customer segments 231
Summary 232
Discussion questions 233
References 234
10 Analysis of international competitors 236
Meaning of competition 236
Nature of competition among firms 238
Establishing competitive positions of international markets 238
Hierarchy of competition 239
Impact of competition on market and firm 242
Benefits of competition 243
Determinants of competitiveness in international markets 245
Measuring competitiveness in the firm 245
Contents xiii
Understanding competitors in international markets 248
Competitor objectives, future goals and assumptions 248
Review of competitor strategies 249
Competitor organization and corporate culture 249
Size, growth and profitability of competitors 249
Evaluating competitive strengths 250
Cost structure and mobility barriers 250
Identifying potential competitors 250
Product market expansion 252
Market integration 252
Motives associated with unique competences 253
Information on international competitors 253
Company competitive capability 256
Strategic control for competition 257
Competing on quality 258
Competing through manufacturing 259
Competing through flexibility and price 260
Organizational change for competition 261
Summary 262
Discussion questions 262
References 263
11 Entering international markets 264
International market entry and competition 264
Foreign market entry mode 265
Concept of market entry 266
Market entry decision framework 267
Generic market strategies for international competition 267
Market strategy and competitive strategy 269
Linking market strategy, complexity and entry 270
Entering international markets modal choice 271
Business development: new product markets 272
Foreign market entry strategies 274
Determining optimum entry strategies 276
Sequencing international market entry 278
Product life cycles and sequenced market entry 278
Strategic sequencing of market entry 279
Summary 281
Discussion questions 282
References 282
12 Exporting 284
Determinants of export behaviour 284
Entering foreign markets through exporting 284
xiv Contents
Experience and uncertainty effects 286
Acquiring knowledge of export markets 289
Behavioural and firm specific influences 289
Managerial influences on exporting behaviour 291
Strategic influences on exporting 292
Export decision process 293
Preparing for export markets 293
Learning to export 295
Size of firm and exporting activity 295
Export marketing groups 296
Assessing export competitiveness 298
Cost of exporting 298
Pricing in export markets 302
Coping with exchange rate movements 304
Pricing for export competitiveness 305
Payments and finance for exports 306
Methods of payment 306
Finance for exports 309
Summary 310
Discussion questions 310
References 311
13 Strategic alliances 313
Nature of strategic alliances 31 3
Access to technology and markets 314
Basis for a strategic alliance 315
Marketing partnership agreements 316
Licensing in international markets 318
Nature of international licensing 318
Benefits of licensing 319
Prerequisites of successful licensing 321
The license package 321
Barriers to international licensing 322
Franchising to enter international markets 323
Nature of franchising 323
Reasons for growth in franchising 324
Advantages of franchising 325
Disadvantages of franchising 326
Legal aspects of franchising 326
Joint ventures to enter international markets 327
Benefits of international joint ventures 328
Access to new resources 329
Joint ventures and host country policies 331
Cost of joint ventures 332
Contents xv
Evaluation of strategic alliances 335
Obtaining value and control in strategic alliances 335
Selecting a partner for a strategic alliance 338
Summary 340
Discussion questions 341
References 342
14 Foreign direct investment 345
Locational advantage in international markets 345
Motives for foreign direct investment 346
Nature of FDI 347
Managerial motives for FDI 348
FDI and operating efficiency 349
FDI and risk reduction 350
FDI and market development 351
FDI and government policy 352
Determinants of location for FDI 352
Trends in foreign direct investment 353
Role of marketing and differentiated products 354
Cross foreign direct investment 354
Conditions for success in foreign direct investment 355
International market entry by acquisition 356
Success factors in acquisitions 358
Success and failure in UK and US acquisitions 360
Public policy and cross border acquisitions 361
Market entry through new ventures and acquisitions: an evaluation 365
Comparison of acquisitions and new ventures 365
Foreign direct investments in the United States 367
Management view of foreign direct investment 367
Summary 368
Discussion questions 369
References 369
PART IV
The international marketing
programme 371
15 The consumer products firm 373
Consumer products in international markets 373
Market fragmentation and consolidation 376
Convergence of international consumer markets 377
Reasons for branding 379
Consumer products or brands 380
Brands in international markets 381
xvi Contents
International brand strategies 383
Branding the competitive advantage 385
Sustaining the competitive advantage 388
Building and communicating brand values 389
Harmonising brand strategy in different countries 392
Managing consumer brands in international markets 393
Implementing international brand strategies 393
Establishing a brand platform internationally 393
Recognizing differences and the domino effect 394
Quality standards in brand strategy 395
Brand extensions in international markets 396
Pitfalls to avoid 397
Long term brand management 398
Protecting the firm and the brand 398
Counterfeiting and forgeries 398
Brands in the grey market 398
Summary 401
Discussion questions 402
References 402
16 The industrial products firm 404
Industrial products firm in international markets 404
Nature of industrial markets 405
Markets as international networks 407
Homogeneity in market networks 409
Product development and international standards 409
Organization for buying 411
Industrial buying process 411
Decision makers in industrial buying 413
Decision criteria for industrial buying 414
Assessing competitive positions 415
Segmenting industrial product markets 415
Developing market positions 416
Routes to international markets 418
Commitment to international markets 420
Sources of international competitive advantage 421
Pricing, selling and promoting industrial products 425
Pricing industrial products 425
Selling industrial products 426
Promoting industrial products 426
Summary 427
Discussion questions 427
References 428
Contents xvii
17 The services firm 431
Services in international marketing 431
Internationalizing the service firm 432
Nature of services 433
The service growth phenomenon 433
Marketing of services 435
Role of technology in the services firm 436
Productivity in services 437
Service systems 438
International marketing of services 439
Types of services in international marketing 439
International marketing potential 439
Classifying services 440
Product service continuum intangibility 441
Standardization and customization of services 443
Scale and cultural effects 445
Managing services marketing 445
Market entry modalities for services 446
Coterminality of production and consumption of services 447
Choosing the entry mode 448
Restrictions on international marketing of services 449
Exporting services 450
Internationalization in selected service industries 451
Advertising services in international markets 451
Financial services in international markets 453
Internationalizing accountancy services 453
Constraints on the growth of the international service firm 453
Summary 454
Discussion questions 455
References 456
PART V
Implementing the international
marketing programme 459
18 International distribution channels 461
Nature of international channels of distribution 461
Establishing channel relationships 462
Channel interactive management 464
Supplier intermediary commitment 465
Types of channel commitment 465
Marketing channel design 466
Needs of channel members 467
Structure and function in channels of distribution 469
xviii Contents
Distribution channel structure 469
Effectiveness of international distribution channels 471
Using representatives agents or distributors 473
Performance of the marketing channel 476
Integrated international distribution 476
International direct distribution 479
Intermediaries and the internet 479
Cooperation and conflict in international channels of distribution 482
Specifying channel tasks 482
Power in distribution channels 483
Control of distribution channels 484
Distribution channels in the European Union 485
Direct cross border shipments in Europe 486
Summary 489
Discussion questions 489
References 490
19 Selling and negotiating in international markets 492
Marketing exchange through selling and negotiating 492
Nature of marketing exchanges 494
Foundations of international marketing negotiation 494
Buyer seller communications 495
Culture and communication 497
Impact of culture on cognitive structure 500
Buyer seller interaction 502
Selling and negotiating strategies 503
Changing role of the salesforce 504
Convergence of buying and selling 505
Stages in the buying process 506
Stages in the selling process 507
Domain of international marketing negotiation 509
Cultural familiarity and negotiation styles 512
Language in international marketing 517
Role of language in selling and negotiations 518
Selecting the sales team 522
Summary 523
Discussion questions 524
References 524
20 Managing international marketing operations 527
Effective implementation of the international marketing task 527
Measuring marketing performance 527
Review of international marketing tasks 528
Financing international market expansion 530
Contents xix
Meaning of management control 530
Organization and control 531
Operational control in international markets 534
Sales quotas and controls 534
Current earnings and profits 534
Financial control in international marketing 535
Importance of cash flow in international markets 535
Timing of cash flows for international sales growth 536
Size of firm and cash flow 538
Implementing performance standards 538
Financial performance criteria 538
Return on international investments 539
Strategic control of international marketing operations 541
Planning and control 542
Meeting and reviewing performance standards 543
Summary 544
Discussion questions 545
References 545
Glossary 547
Company index 554
Name index 557
Subject index 564
|
| any_adam_object | 1 |
| author | Bradley, Frank 1942- |
| author_GND | (DE-588)170968529 |
| author_facet | Bradley, Frank 1942- |
| author_role | aut |
| author_sort | Bradley, Frank 1942- |
| author_variant | f b fb |
| building | Verbundindex |
| bvnumber | BV012530958 |
| callnumber-first | H - Social Science |
| callnumber-label | HF1416 |
| callnumber-raw | HF1416.B72 1999 |
| callnumber-search | HF1416.B72 1999 |
| callnumber-sort | HF 41416 B72 41999 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 680 |
| ctrlnum | (OCoLC)439968995 (DE-599)BVBBV012530958 |
| dewey-full | 658.8/4821 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/48 21 |
| dewey-search | 658.8/48 21 |
| dewey-sort | 3658.8 248 221 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02629nam a2200601 c 4500</leader><controlfield tag="001">BV012530958</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20220801 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">990427s1999 xxkd||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0130100579</subfield><subfield code="9">0-13-010057-9</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)439968995</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV012530958</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxk</subfield><subfield code="c">XA-GB</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-20</subfield><subfield code="a">DE-703</subfield><subfield code="a">DE-706</subfield><subfield code="a">DE-521</subfield><subfield code="a">DE-634</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF1416.B72 1999</subfield></datafield><datafield tag="080" ind1=" " ind2=" "><subfield code="a">005.2</subfield></datafield><datafield tag="080" ind1=" " ind2=" "><subfield code="a">339.13</subfield></datafield><datafield tag="080" ind1=" " ind2=" "><subfield code="a">339.5</subfield></datafield><datafield tag="080" ind1=" " ind2=" "><subfield code="a">658.8</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/48 21</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 680</subfield><subfield code="0">(DE-625)141923:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Bradley, Frank</subfield><subfield code="d">1942-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)170968529</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">International marketing strategy</subfield><subfield code="c">Frank Bradley</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">3. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Harlow ; Munich [u.a.]</subfield><subfield code="b">Prentice Hall</subfield><subfield code="c">1999</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XXVI, 574 S.</subfield><subfield code="b">graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Investicije, tuje - Strateško povezovanje - Učbeniki za visoke šole</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing - Strategija - Učbeniki za visoke šole</subfield><subfield code="2">ssg</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Mednarodna podjetja - Poslovno okolje - Učbeniki za visoke šole</subfield><subfield code="2">ssg</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Mednarodni marketing - Firme - Poslovni procesi - Poslovna strategija - Implementacija - Učbeniki za visoke šole</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Mednarodni marketing - Marketinška strategija - Učbeniki za visoke šole</subfield><subfield code="2">ssg</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Mednarodno poslovanje - Vodenje - Učbeniki za visoke šole</subfield><subfield code="2">ssg</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Podjetja - Marketing - Tuja tržišča - Učbeniki za visoke šole</subfield><subfield code="2">ssg</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Export marketing -- Management</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Exportmarketing</subfield><subfield code="0">(DE-588)4153393-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Internationales Marketing</subfield><subfield code="0">(DE-588)4125431-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingstrategie</subfield><subfield code="0">(DE-588)4120697-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Internationales Marketing</subfield><subfield code="0">(DE-588)4125431-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Marketingstrategie</subfield><subfield code="0">(DE-588)4120697-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">1\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Exportmarketing</subfield><subfield code="0">(DE-588)4153393-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Internationales Marketing</subfield><subfield code="0">(DE-588)4125431-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008507717&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-008507717</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection> |
| id | DE-604.BV012530958 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:29:12Z |
| institution | BVB |
| isbn | 0130100579 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008507717 |
| oclc_num | 439968995 |
| open_access_boolean | |
| owner | DE-20 DE-703 DE-706 DE-521 DE-634 |
| owner_facet | DE-20 DE-703 DE-706 DE-521 DE-634 |
| physical | XXVI, 574 S. graph. Darst. |
| publishDate | 1999 |
| publishDateSearch | 1999 |
| publishDateSort | 1999 |
| publisher | Prentice Hall |
| record_format | marc |
| spelling | Bradley, Frank 1942- Verfasser (DE-588)170968529 aut International marketing strategy Frank Bradley 3. ed. Harlow ; Munich [u.a.] Prentice Hall 1999 XXVI, 574 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Investicije, tuje - Strateško povezovanje - Učbeniki za visoke šole Marketing - Strategija - Učbeniki za visoke šole ssg Mednarodna podjetja - Poslovno okolje - Učbeniki za visoke šole ssg Mednarodni marketing - Firme - Poslovni procesi - Poslovna strategija - Implementacija - Učbeniki za visoke šole Mednarodni marketing - Marketinška strategija - Učbeniki za visoke šole ssg Mednarodno poslovanje - Vodenje - Učbeniki za visoke šole ssg Podjetja - Marketing - Tuja tržišča - Učbeniki za visoke šole ssg Export marketing -- Management Exportmarketing (DE-588)4153393-8 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s Marketingstrategie (DE-588)4120697-6 s 1\p DE-604 Exportmarketing (DE-588)4153393-8 s 2\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008507717&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 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Bradley, Frank 1942- International marketing strategy Investicije, tuje - Strateško povezovanje - Učbeniki za visoke šole Marketing - Strategija - Učbeniki za visoke šole ssg Mednarodna podjetja - Poslovno okolje - Učbeniki za visoke šole ssg Mednarodni marketing - Firme - Poslovni procesi - Poslovna strategija - Implementacija - Učbeniki za visoke šole Mednarodni marketing - Marketinška strategija - Učbeniki za visoke šole ssg Mednarodno poslovanje - Vodenje - Učbeniki za visoke šole ssg Podjetja - Marketing - Tuja tržišča - Učbeniki za visoke šole ssg Export marketing -- Management Exportmarketing (DE-588)4153393-8 gnd Internationales Marketing (DE-588)4125431-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| subject_GND | (DE-588)4153393-8 (DE-588)4125431-4 (DE-588)4120697-6 |
| title | International marketing strategy |
| title_auth | International marketing strategy |
| title_exact_search | International marketing strategy |
| title_full | International marketing strategy Frank Bradley |
| title_fullStr | International marketing strategy Frank Bradley |
| title_full_unstemmed | International marketing strategy Frank Bradley |
| title_short | International marketing strategy |
| title_sort | international marketing strategy |
| topic | Investicije, tuje - Strateško povezovanje - Učbeniki za visoke šole Marketing - Strategija - Učbeniki za visoke šole ssg Mednarodna podjetja - Poslovno okolje - Učbeniki za visoke šole ssg Mednarodni marketing - Firme - Poslovni procesi - Poslovna strategija - Implementacija - Učbeniki za visoke šole Mednarodni marketing - Marketinška strategija - Učbeniki za visoke šole ssg Mednarodno poslovanje - Vodenje - Učbeniki za visoke šole ssg Podjetja - Marketing - Tuja tržišča - Učbeniki za visoke šole ssg Export marketing -- Management Exportmarketing (DE-588)4153393-8 gnd Internationales Marketing (DE-588)4125431-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Investicije, tuje - Strateško povezovanje - Učbeniki za visoke šole Marketing - Strategija - Učbeniki za visoke šole Mednarodna podjetja - Poslovno okolje - Učbeniki za visoke šole Mednarodni marketing - Firme - Poslovni procesi - Poslovna strategija - Implementacija - Učbeniki za visoke šole Mednarodni marketing - Marketinška strategija - Učbeniki za visoke šole Mednarodno poslovanje - Vodenje - Učbeniki za visoke šole Podjetja - Marketing - Tuja tržišča - Učbeniki za visoke šole Export marketing -- Management Exportmarketing Internationales Marketing Marketingstrategie |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008507717&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT bradleyfrank internationalmarketingstrategy |