International marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Fort Worth u.a.
Harcourt College Publ.
2001
|
| Ausgabe: | 6. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | getr. Zählung Ill. |
| ISBN: | 0030313783 |
Internformat
MARC
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| 100 | 1 | |a Czinkota, Michael R. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a International marketing |c Michael R. Czinkota ; Ilkka A. Ronkainen |
| 250 | |a 6. ed. | ||
| 264 | 1 | |a Fort Worth u.a. |b Harcourt College Publ. |c 2001 | |
| 300 | |a getr. Zählung |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Internationale marketing |2 gtt | |
| 650 | 7 | |a MARKETING |2 larpcal | |
| 650 | 4 | |a Export marketing | |
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Datensatz im Suchindex
| _version_ | 1804128296262172672 |
|---|---|
| adam_text | Preface xi
PART I Framework of International Marketing l
1 Aspects of International Advertising 2
2 Economic Rationale of Global Trade and Business 27
PART 2 Perspectives of International Markets 53
3 Global Marketing 54
4 International Marketing Research 94
PART 3 The Field of International Business 12 9
5 International Monetary System 130
6 International Finance and Accounting 148
7 Regional Market Agreements 164
PART 4 Environmental Factors Affecting International Marketing 185
8 Economic Environment 186
9 Cultural Environment 210
10 Political Environment 235
11 Legal Environment 259
PART 5 International Marketing Decisions 283
12 Product Policy and Planning 284
13 International Pricing Strategy 322
14 International Channels of Distribution 348
15 International Advertising 385
16 Multinational Sales Management and Foreign Sales Promotion 417
17 Export Marketing 438
PART 6 Planning and Control 467
18 Organization and Control in International Marketing 468
19 Marketing Planning and Strategy for International Business 495
International Marketing Cases C-1
Name and Company Index I-1
Subject Index 1-6
v
Preface xi
PARTI Framework of International Marketing 1
1 Aspects of International Advertising 2
r Overview of the Book 4 International Business 5 International Marketing and Its
Growing Importance 12 Framework of International Marketing 15 Multinational
Corporations 16 Entry Strategies 19 Conclusion 24 Summary 24 Review
Questions 25 Creative Questions 25
2 Economic Rationale of Global Trade and Business 27
Theory of Comparative Advantage 28 Product Life Cycle and International
Trade 33 Production Sharing 34 Internalization Theory 35 Trade Barriers
and Trade Liberation 36 U.S. Trade Liberalization 44 MNCs and
World Markets 46 Summary 49 Review Questions 50 Creative
Questions 51
PART 2 Perspectives of International Markets 53
3 Global Marketing 54
Global Market 55 Dimensions of die Global Market 65 Segmenting the Global
Market 67 Summary 79 Review Questions 79 Creative
Questions 80
4 International Marketing Research 94
Meaning of Marketing Research 96 Framework for International Marketing
Research 97 Information Requirements of International Marketers 100
Gathering Secondary Data at Home 105 Secondary Research Abroad 108
Primary Data Collection 112 Organization for International Marketing
Research 115 International Marketing Information System 116 Summary 117
Review Questions 118 Creative Questions 118 Chapter Four Appendix:
Sources of Secondary Data 120
PART 3 The Field of International Business 129
5 International Monetary System 130
Development of Today s International Monetary System 131 Foreign Exchange 137
Balance Payments 143 Current and Emerging Issues 145 Summary 146 Review
Questions 147 Creative Questions 147
6 International Finance and Accounting 148
Implications of Financial Decisions for Marketing 149 Multinational Financial
Management 152 Making International Investments 156 International
Accounting 157 Summary 161 Review Questions 162 Creative
Questions 162
vii
viii Contents
7 Regional Market Agreements 164
Effects of Market Agreements on Marketing 165 Early Attempts at Regional
Economic Integration 167 Types of Market Agreements 168 Market Agreements
in Force 169 Summary 182 Review Questions 183 Creative Questions 183
PART 4 Environmental Factors Affecting International Marketing 185
8 Economic Environment 186
Macroeconomic Environment 187 Microeconomic Environment 193 Economic
Environment and Marketing Strategy 195 Analysis of Economic Environments 197
Opportunities in the Developing World 206 Summary 207 Review Questions 208
Creative Questions 208
9 Cultural Environment 210
The Concept of Culture 211 Cultural Field 212 Culture and Marketing 218
Cultural Analysis—The Primacy-of-Host-Country Viewpoint 224 Cultural Adapta¬
tion 226 Cultural Change 229 Summary 231 Review Questions 232 Creative
Questions 232
10 Political Environment 235
Politics and Marketing 236 Sources of Political Problems 238 Political Intervention
240 Political Perspectives 244 Political Risk Assessment (PRA) 251 Summary 256
Review Questions 257 Creative Questions 257
11 Legal Environment 259
International Legal Perspectives 260 Host Country Laws 262 U.S.Laws 266
Arbitration 278 Summary 280 Review Questions 281 Creative Questions 281
PART 5 International Marketing Decisions 283
12 Product Policy and Planning 284
Meaning of Product 285 International Product Planning 285 Product Design
Strategy: Standardization or Customization 289 Developing an International
Product Line 296 Foreign Product Diversification 307 Brand Names and
Trademarks 308 International Packaging 314 International Warranties and
Services 316 Summary 317 Review Questions 318 Creative Questions 319
13 International Pricing Strategy 322
Importance of Pricing 323 Parent Company s Role in Pricing 323 Aspects of
International Price Setting 331 Transfer Pricing 339 Handling Interdivisional
Conflicts 341 Dumping 341 Meeting the Import Challenge 342 Leasing 343
Summary 344 Review Questions 346 Creative Questions 346
14 International Channels of Distribution 348
Perspectives of Internatinal Distribution Channels 349 International Channel
Members 353 Channel Management 363 Wholesaling in Foreign Environ¬
ments 371 Retailing in Overseas Markets 372 International Franchising 378
International Physical Distribution 379 Summary 382 Review Questions 383
Creative Questions 383
15 International Advertising 385
Perspectives of International Advertising 386 Determining Advertising Strategy:
Standardization versus Localization 389 Media 398 International Advertising
Contents ix
Program 404 Global Advertising Regulations 410 Industry Self-Regulation 412
Summary 413 Review Questions 414 Creative Questions 415
16 Multinational Sales Management and Foreign Sales Promotion 417
Sales Personnel and Personal Selling Abroad 418 Formulating Policy Guidelines
423 Implementing Policy 424 Repatriation and Reassignment 428 Interna¬
tional Sales Negotiations 429 Foreign Sales Promotion 431 Public Relations
Overseas 433 Summary 435 Review Questions 435 Creative Questions 436
17 Export Marketing 438
U.S. Export Trade 439 U.S. Government Encouragement of Exports 444
U.S. Government Hindrance of Exports 453 Export Management 453 Export
Procedure 456 Duty-Free Zones 462 Barter 463 Summary 464 Review
Questions 465 Creative Questions 465
PART 6 Planning and Control 467
18 Organization and Control in International Marketing 468
Alternative Organizational Designs 469 Choosing Appropriate Organizational
Structure 476 New Perspectives on Organization: Corporate Networking 478
Delegating Decision-Making Authority to Foreign Subsidiaries 481 Performance
Evaluation and Control of Foreign Operations 486 Conflicts and Their
Resolution 490 Summary 492 Review Questions 493 Creative Questions 493
19 Marketing Planning and Strategy for International Business 495
Dimensions of International Planning and Strategy 496 Planning at a Subsidiary
Level 497 Marketing Planning at the Corporate Level 502 Information Scanning
Monitoring 511 Achieving Planning Effectiveness 511 New Emphasis on
Global Strategic Market Planning 512 Epilogue 514 Summary 518 Review
Questions 519 Creative Questions 520
International Marketing Cases C-l
Case 1: Kodak vs. Fuji C-2
Case 2: Curtis Automotive Hoist C-4
Case 3: Farggi C-10
Case 4: Hatfield Graphics, Inc. C-27
Case 5: PBS (A) and PBS (B) C-30
Case 6: Colgate-Palmolive Company C-45
Case 7: Currency Concepts International C-47
Case 8: Outback Goes International C-52
Case 9: California Foods Corporation C-72
Case 10: Chivaly International C-75
Case 11: U.S. Automakers in Asia C-76
Case 12: Nestle (Ghana) Ltd. C-80
Case 13: EQ Bank C-87
Case 14: Kellogg in Europe C-90
Case 15: The Gillette Company C-93
Case 16: IKEA C-95
Case 17: NOVA Biomedical and the Iran Deal C-99
Case 18: The Clondike Works C-108
Case 19: All Shave in Saudi Arabia C-l 10
Case 20: Seagram Co. C-l 11
x Contents
Case 21: Carvel in Beijing C-113
Case 22: Hewlett-Packard: DesignJet Online C-131
Case 23:The Kellogg Company C-145
Case 24: Avon Products, S.A. de C.V. C-147
Case 25: Connecticut Corporation C-150
Case 26: FedEx and UPS in China—Competing with Contrasting Strategies C-153
Case 27: PSA Peugeot Citroen C-156
Case 28: ABB in China: 1998 C-168
Case 29: Barossa Winery C-181
Case 30: MacDermid, Inc. C-191
Name and Company Index 1-1
Subject Index 1-6
|
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| dewey-sort | 3658.8 248 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 6. ed. |
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| indexdate | 2024-07-09T18:46:59Z |
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| isbn | 0030313783 |
| language | English |
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| spelling | Czinkota, Michael R. Verfasser aut International marketing Michael R. Czinkota ; Ilkka A. Ronkainen 6. ed. Fort Worth u.a. Harcourt College Publ. 2001 getr. Zählung Ill. txt rdacontent n rdamedia nc rdacarrier Internationale marketing gtt MARKETING larpcal Export marketing Internationales Marketing (DE-588)4125431-4 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content Internationales Marketing (DE-588)4125431-4 s DE-604 Ronkainen, Ilkka A. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009218344&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 |
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| subject_GND | (DE-588)4125431-4 (DE-588)4151278-9 |
| title | International marketing |
| title_auth | International marketing |
| title_exact_search | International marketing |
| title_full | International marketing Michael R. Czinkota ; Ilkka A. Ronkainen |
| title_fullStr | International marketing Michael R. Czinkota ; Ilkka A. Ronkainen |
| title_full_unstemmed | International marketing Michael R. Czinkota ; Ilkka A. Ronkainen |
| title_short | International marketing |
| title_sort | international marketing |
| topic | Internationale marketing gtt MARKETING larpcal Export marketing Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Internationale marketing MARKETING Export marketing Internationales Marketing Einführung |
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