International marketing: strategy planning, market entry & implementation
"International Marketing is invaluable reading for busy marketers wanting to maximize their impact, abroad, and is especially relevant for undergraduates studying the subject for the first time and for students of the Chartered Institute of Marketing."--BOOK JACKET.
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
2002
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "International Marketing is invaluable reading for busy marketers wanting to maximize their impact, abroad, and is especially relevant for undergraduates studying the subject for the first time and for students of the Chartered Institute of Marketing."--BOOK JACKET. |
| Beschreibung: | V, 362 S. graph. Darst. |
| ISBN: | 0749438088 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Part I The global approach to marketing 1
Chapter 1 The nature of international marketing 3
Introduction to international marketing 3; Reasons for marketing
abroad 8; Exporting 9
Chapter 2 Strategic considerations in international marketing 13
Strategy 13; Competitive advantage 17; Investment in products and
markets 25; International marketing planning 28; Control and
coordination 33; The environments of international marketing 36;
The economic and political environment 37; The cultural
environment 40; Legal aspects of international marketing 48;
Organization of MNCs 52; Selecting the best structure 59
Part II The trading^flvirorjment 63
Chapter 3 Internatiftrta*! tyade $ 65
The paremce OT payments 65; Barriers to international trade 67;
The World Trade Organization 72; Countertrade 75
j 1.
Chapter 4 Region9lRnalysisrtechniques 79
Regional analysis of world markets 79; Regional economic
groupings 80
iv Contents
Chapter 5 North Atlantic countries 84
The Americas 84; Europe 94
Chapter 6 China, Asia Pacific, Japan and Oceania 110
China 110; Asia Pacific 114; Japan 123; Oceania 133
Chapter 7 Third World countries 138
Marketing in the Third World 138; Selling to the Third World 140;
Why sell to the Third World? 142; Latin America 143; The Indian
subcontinent 150; Africa 153; The Middle East 159
Part III Organizing for international markets 167
Chapter 8 International marketing research 169
The function of marketing research 169; Information needs 171;
The marketing information system 171; The research programme
179; Marketing research in the Third World 180; Organizing
research 182
Chapter 9 Market screening techniques 184
Choosing markets 184; Identifying appropriate markets 186;
Market segmentation 190
Chapter 10 Entering international markets 194
The decision taking process 194; Agents and distributors 197;
Licensing and franchising 202; Brands and subsidiaries 207;
International marketing through the Internet 209; Foreign
manufacturing 211; Joint ventures 217; Human resource aspects
221; The process of internationalization 228; The global
company 233
Chapter 11 Export methods and procedures 236
Deciding to export 236; Transport 236; Documenting a consignment
242; Cargo insurance 246; Customs declarations 248; Credit
insurance 250; Finance of foreign trade 251; Factoring and forfaiting
255; Appendix the export plan 257
Chapter 12 International and global products 259
The nature of international product policy 259; Product positioning
260; Time based competition 262; Standardization versus
modification of products 263; New product development for
international markets 267; Packaging 272; Customer care 274;
Trade marks and branding 275; Counterfeiting 281; Appendix
international product life cycles 283
Contents * v
Chapter 13 International and global pricing approaches 288
Factors influencing pricing 288; International pricing approaches
289; The research task 294; INCOTERMS 295; Foreign exchange
considerations 297; Price discrimination and parallel exporting 298;
Predatory pricing 299; Dumping 299; Transfer pricing 301
Chapter 14 International advertising 304
The nature of international advertising 304; Standardization versus
customization of promotional messages 307; The international
advertising agency 311; Regulation of advertising 315; International
media planning 316; The advertising budget 322
Chapter 15 Below the line marketing communication 327
International public relations 327; International direct marketing
330; International relationship marketing 334; International
sales promotions 335; Business to business campaigns 338;
Exhibiting 339
Chapter 16 Future developments in global marketing 345
Business to business marketing 345; Anti globalization movements
347; Global reputation management 348; World free trade 349;
Market research 350; Marketing through the World Wide Web 350;
Marketing plans 351
References 352
Index 355
|
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| id | DE-604.BV014740125 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:05:39Z |
| institution | BVB |
| isbn | 0749438088 |
| language | English |
| lccn | 2002014361 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009985487 |
| oclc_num | 50590607 |
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| physical | V, 362 S. graph. Darst. |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Bennett, Roger Verfasser aut International marketing strategy planning, market entry & implementation Roger Bennett & Jim Blythe 3. ed. London Kogan Page 2002 V, 362 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier "International Marketing is invaluable reading for busy marketers wanting to maximize their impact, abroad, and is especially relevant for undergraduates studying the subject for the first time and for students of the Chartered Institute of Marketing."--BOOK JACKET. Export marketing Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s DE-604 Blythe, Jim Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009985487&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bennett, Roger Blythe, Jim International marketing strategy planning, market entry & implementation Export marketing Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 |
| title | International marketing strategy planning, market entry & implementation |
| title_auth | International marketing strategy planning, market entry & implementation |
| title_exact_search | International marketing strategy planning, market entry & implementation |
| title_full | International marketing strategy planning, market entry & implementation Roger Bennett & Jim Blythe |
| title_fullStr | International marketing strategy planning, market entry & implementation Roger Bennett & Jim Blythe |
| title_full_unstemmed | International marketing strategy planning, market entry & implementation Roger Bennett & Jim Blythe |
| title_short | International marketing |
| title_sort | international marketing strategy planning market entry implementation |
| title_sub | strategy planning, market entry & implementation |
| topic | Export marketing Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Export marketing Internationales Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009985487&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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