International strategic marketing: a European perspective
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2004
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 262 Seiten |
| ISBN: | 041531416X 0415314178 |
Internformat
MARC
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| 336 | |b txt |2 rdacontent | ||
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| 650 | 4 | |a Commerce extérieur - Promotion | |
| 650 | 4 | |a Commerce extérieur - Promotion - Pays de l'Union européenne | |
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| 650 | 7 | |a Internationale marketing |2 gtt | |
| 650 | 7 | |a Marchés d'exportation - Pays de l'Union européenne |2 ram | |
| 650 | 4 | |a Marketing international | |
| 650 | 4 | |a Marketing international - Pays de l'Union européenne | |
| 650 | 4 | |a Planification stratégique | |
| 650 | 4 | |a Planification stratégique - Pays de l'Union européenne | |
| 650 | 7 | |a Planification stratégique - Pays de l'Union européenne |2 ram | |
| 650 | 7 | |a Strategische planning |2 gtt | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a Export marketing |z European Union countries | |
| 650 | 4 | |a Foreign trade promotion | |
| 650 | 4 | |a Foreign trade promotion |z European Union countries | |
| 650 | 4 | |a Strategic planning | |
| 650 | 4 | |a Strategic planning |z European Union countries | |
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Datensatz im Suchindex
| _version_ | 1804130335250710528 |
|---|---|
| adam_text | Contents List of figures List of tables List of boxes x x¡ XÜ Authors biographies Preface x¡¡¡ xv List of abbreviations xviii 1 2 INTRODUCTION TO INTERNATIONAL MARKETING Introduction Developments in internationalexpansion Country relationships within theinternational economy 1 1 3 4 Political environment Legal environment Social environment Technological environment Organizational environment Cross-cultural communication and meaning 9 14 18 19 21 23 Conclusion Review questions References 25 25 25 FRAMEWORK FOR INTERNATIONAL MARKETING 27 Introduction International expansion of manufacturers International expansion of service industries Summary of influences on internationalization 27 28 33 34 Strategic options for international expansion Market entry method options Conclusion Review questions References Recommended further reading 34 39 41 43 43 46 VII
CONTENTS 3 4 5 b EUROPEAN MARKETING 48 Introduction Role of Europe in the global market Operation of European Union political institutions European Union influence on national legislation andcontrols Influence of the Single European Market on the regulation of marketing practice European management organization structures 49 49 50 62 75 48 Role of European, national and regional culture inmarketing 76 Conclusion Review questions References Recommended websites Recommended further reading 79 82 82 INTERNATIONAL MARKETING INFORMATION SYSTEMS: MARKETING RESEARCH 83 79 Introduction Management Information System Role of marketing research: linkage to marketing decision-making Secondary research: sources of market data Primary research: field research Role and organization of international marketing research Structure of marketing research agencies industry Government help for international marketing research Implementation of international marketing research Conclusion Review questions References Recommended websites 83 84 87 87 89 180 Ю2 107 Ш If·7 ff·8 119 120 INTERNATIONAL PRODUCT DEVELOPMENT 121 Introduction 12f International market segmentation Test marketing f27 132 International branding: positioning and targeting Intellectual property as a product attribute Warranties Labelling and packaging Conclusion Review questions References 133 136 140 141 141 142 142 INTERNATIONAL PRICING 144 Introduction Commercial factors Business environmental factors Finance-related costs Managerial decision factors 144 145 151 152 153
CONTENTS 7 8 9 Globalization pricing European Union pricing Negotiated price Culture and negotiation skills Pricing and communication technology Conclusion Review questions References 158 լ58 165 165 !66 !6У INTERNATIONAL PROMOTION 169 Introduction Nature of international promotion Implementation of promotion strategy Role of advertising agency Selection of advertising agency International branding Conclusion Review questions References Recommended further reading 16g 170 174 189 189 193 194 197 198 199 INTERNATIONAL CHANNELS OFDISTRIBUTION 200 Introduction Nature of channels Channel alternatives Exporting Choosing distribution channels Preparing to negotiate channel agreements Culture and negotiation Negotiating marketing agreements Impact of the Internet Conclusion Review questions References Recommended further reading 200 201 203 205 207 210 212 212 216 218 219 220 220 INTERNATIONAL MARKETING PLANNING AND IMPLEMENTATION 221 Introduction Nature of international marketing planning Marketing plan Implementation of International marketing plan Conclusion Review question References 221 222 223 229 229 230 230 APPENDIX: ANSWER GUIDE TO REVIEW QUESTIONS 231 Index 256
|
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| author | Stone, Marilyn McCall, J. B. |
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| dewey-full | 658.8/4/094 658.84094 |
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| dewey-sort | 3658.8 14 294 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| geographic_facet | Europäische Union. Mitgliedsstaaten |
| id | DE-604.BV017568239 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T19:19:24Z |
| institution | BVB |
| isbn | 041531416X 0415314178 |
| language | English |
| lccn | 2003021592 |
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| physical | XX, 262 Seiten |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | Routledge |
| record_format | marc |
| spelling | Stone, Marilyn Verfasser (DE-588)1056289716 aut International strategic marketing a European perspective Marilyn A. Stone and J. B. McCall 1. publ. London [u.a.] Routledge 2004 XX, 262 Seiten txt rdacontent n rdamedia nc rdacarrier Commerce extérieur - Promotion Commerce extérieur - Promotion - Pays de l'Union européenne Commerce international - Pays de l'Union européenne ram Internationale marketing gtt Marchés d'exportation - Pays de l'Union européenne ram Marketing international Marketing international - Pays de l'Union européenne Planification stratégique Planification stratégique - Pays de l'Union européenne Planification stratégique - Pays de l'Union européenne ram Strategische planning gtt Export marketing Export marketing European Union countries Foreign trade promotion Foreign trade promotion European Union countries Strategic planning Strategic planning European Union countries Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Europäische Union. Mitgliedsstaaten Internationales Marketing (DE-588)4125431-4 s DE-604 Marketingstrategie (DE-588)4120697-6 s DE-188 McCall, J. B. Verfasser aut Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010571359&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Stone, Marilyn McCall, J. B. International strategic marketing a European perspective Commerce extérieur - Promotion Commerce extérieur - Promotion - Pays de l'Union européenne Commerce international - Pays de l'Union européenne ram Internationale marketing gtt Marchés d'exportation - Pays de l'Union européenne ram Marketing international Marketing international - Pays de l'Union européenne Planification stratégique Planification stratégique - Pays de l'Union européenne Planification stratégique - Pays de l'Union européenne ram Strategische planning gtt Export marketing Export marketing European Union countries Foreign trade promotion Foreign trade promotion European Union countries Strategic planning Strategic planning European Union countries Internationales Marketing (DE-588)4125431-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4120697-6 |
| title | International strategic marketing a European perspective |
| title_auth | International strategic marketing a European perspective |
| title_exact_search | International strategic marketing a European perspective |
| title_full | International strategic marketing a European perspective Marilyn A. Stone and J. B. McCall |
| title_fullStr | International strategic marketing a European perspective Marilyn A. Stone and J. B. McCall |
| title_full_unstemmed | International strategic marketing a European perspective Marilyn A. Stone and J. B. McCall |
| title_short | International strategic marketing |
| title_sort | international strategic marketing a european perspective |
| title_sub | a European perspective |
| topic | Commerce extérieur - Promotion Commerce extérieur - Promotion - Pays de l'Union européenne Commerce international - Pays de l'Union européenne ram Internationale marketing gtt Marchés d'exportation - Pays de l'Union européenne ram Marketing international Marketing international - Pays de l'Union européenne Planification stratégique Planification stratégique - Pays de l'Union européenne Planification stratégique - Pays de l'Union européenne ram Strategische planning gtt Export marketing Export marketing European Union countries Foreign trade promotion Foreign trade promotion European Union countries Strategic planning Strategic planning European Union countries Internationales Marketing (DE-588)4125431-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Commerce extérieur - Promotion Commerce extérieur - Promotion - Pays de l'Union européenne Commerce international - Pays de l'Union européenne Internationale marketing Marchés d'exportation - Pays de l'Union européenne Marketing international Marketing international - Pays de l'Union européenne Planification stratégique Planification stratégique - Pays de l'Union européenne Strategische planning Export marketing Export marketing European Union countries Foreign trade promotion Foreign trade promotion European Union countries Strategic planning Strategic planning European Union countries Internationales Marketing Marketingstrategie Europäische Union. Mitgliedsstaaten |
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