International marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke
Palgrave Macmillan
2009
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| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXVI, 518 S. graph. Darst. |
| ISBN: | 140390068X 9781403900685 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804133039092006912 |
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| adam_text | INTERNATIONAL MARKETING OGENYI OMAR MACMIUAN CONTENTS LIST OF FIGURES
XIX LIST OF TABLES XXI LIST OF MINI CASE STUDIES XXIII ACKNOWLEDGEMENTS
XXIV 1 INTRODUCTION TO INTERNATIONAL MARKETING 1 INTRODUCTION 2 THE
NATURE OF INTERNATIONAL MARKETING 2 CONTEXTUAL DETERMINANTS OF
INTERNATIONAL MARKETING 3 HISTORICAL DEVELOPMENT 4 DEFINITION OF
INTERNATIONAL MARKETING 5 RELATIONSHIP WITH OTHER BUSINESS FIELDS 5 A
THEORETICAL FRAMEWORK FOR INTERNATIONAL MARKETING 7 APPROACHES TO
INTERNATIONALIZATION 7 FACTORS CAUSING INTERNATIONALIZATION 8 THE
PROCESS OF FIRMS INTERNATIONALIZATION 9 A HOLISTIC APPROACH 10 THE
MOTIVATION FOR FIRMS TO GO INTERNATIONAL 12 TRADE THEORIES AND ECONOMIC
DEVELOPMENT 12 ABSOLUTE ADVANTAGE 14 COMPARATIVE ADVANTAGE 14 THE
ASSUMPTIONS UNDERLYING THE PRINCIPLES OF COMPARATIVE ADVANTAGE 16
INTERNATIONAL TRADE THEORIES 16 CLASSICAL TRADE THEORY 17 THE FACTOR OF
PROPORTION THEORY 17 THE PRODUCT LIFE CYCLE THEORY 18 FOREIGN DIRECT
INVESTMENT (FDI) 19 THE ECLECTIC PARADIGM 19 THE IMPACT OF FDI ON
NATIONAL ECONOMIES 20 THE DETERMINANT FACTORS OF FDI 21 FDI AND RISKS
CONSIDERATION 22 CULTURE AND INTERNATIONAL MARKETING DEVELOPMENT 23
EAST AND WEST CULTURES 23 CULTURAL INFLUENCES 24 CULTURAL VALUES 24
NATIONAL CULTURE AND CONSUMPTION PATTERNS 25 MANAGEMENT ISSUES IN
INTERNATIONAL MARKETING 26 SUMMARY 27 REVISION QUESTIONS 28 SEMINAR CASE
STUDY: MARKET OPPORTUNITIES AND BARRIERS IN THE CHINESE EMERGING MARKET
28 MANAGERIAL ASSIGNMENT TASK 31 REFERENCES 31 VIII O CONTENTS 2 THE
INTERNATIONAL MARKETING ENVIRONMENT 34 CONTENTS 34 LEARNING OBJECTIVES
34 INTRODUCTION 35 THE INTERNATIONAL MARKETING ENVIRONMENT 36 THE
INTERNATIONAL ECONOMIC ENVIRONMENT 39 ECONOMIC SYSTEMS 39 STAGES OF
MARKET AND ECONOMIC DEVELOPMENT 40 COMPETITIVE ANALYSIS 40 THE CULTURAL
ENVIRONMENT 41 THE INTERACTION OF CULTURE AND CONSUMER BEHAVIOUR 42 THE
IMPACT OF RELIGION AND LANGUAGE 44 THE INTERNATIONAL POLITICAL
ENVIRONMENT 45 POLITICAL IMPERATIVES (BARRIERS TO OPERATION) 46 THE
POLITICAL BEHAVIOUR OF INTERNATIONAL FIRMS 47 POLITICAL TARGETS 49 THE
INTERNATIONAL LEGAL ENVIRONMENT 49 INTERNATIONAL LAW AND THE INTERNET 51
CONSUMER PROTECTION 52 INTELLECTUAL PROPERTY VIOLATIONS 53 TECHNOLOGICAL
DEVELOPMENTS 55 INFORMATION TECHNOLOGY 56 TECHNOLOGY ADVANCES 56
SCANNING FOR INTERNATIONAL MARKETING OPPORTUNITIES 57 COMPETITIVE
ENVIRONMENTAL SCANNING 57 INTERNATIONAL MARKETING INVOLVEMENT 58 THE
CLASSIFICATION OF INTERNATIONAL MARKETS 58 ECONOMIC CLASSIFICATION . 59
SUMMARY 62 REVISION QUESTIONS 62 SEMINAR CASE STUDY: THE INTERNATIONAL
MARKETING ENVIRONMENT: A FOCUS ON BRANDS IN THE GREY MARKET 63
MANAGERIAL ASSIGNMENT TASK 65 REFERENCES 66 3 THE INTERNATIONAL
MARKETING INFORMATION AND RESEARCH PROCESS 68 CONTENTS 68 LEARNING
OBJECTIVES 68 INTRODUCTION 69 INTERNATIONAL MARKETING INFORMATION
SYSTEMS 69 INTERNATIONAL MARKETING INFORMATION NEEDS 70 AN
INFORMATION-GATHERING APPROACH 71 IT AND MARKETING PLANNING 73 IT
MARKETING 74 MARKETING EXPENDITURE ON IT 74 CHANGES IN THE EMPLOYMENT OF
MARKETING MIX VARIABLES 75 MANAGERIAL USE OF IT FOR MAKING DECISIONS 76
SOURCES OF MARKETING INFORMATION 77 CONTENTS O IX CLASSIFICATION AND
SOURCES OF INFORMATION 78 DATA AND RESEARCH FOR THE INTERNATIONAL
MARKETING PROCESS 81 QUALITATIVE RESEARCH 82 SURVEY METHODS 82
INCORPORATING TECHNOLOGICAL ADVANCES INTO RESEARCH DESIGN AND
METHODOLOGY 83 THE INTERNATIONAL MARKETING RESEARCH ENVIRONMENT 85 THE
CHANGING INTERNATIONAL MARKETING ENVIRONMENT 86 THE HETEROGENEITY OF
RESEARCH CONTEXTS 87 INTERNATIONAL MARKETING RESEARCH IMPLICATIONS 87
THE ORGANIZATION OF INTERNATIONAL RESEARCH 88 MEASUREMENT AND SAMPLING
89 ANALYSIS OF THE FINDINGS 90 REPORTING THE FINDINGS 91 RESEARCH
PROBLEMS IN DEVELOPING COUNTRIES 91 CONDUCTING RESEARCH IN DIVERSE
ENVIRONMENTS 92 ETHICAL ISSUES IN INTERNATIONAL MARKETING RESEARCH 93
ETHICAL ISSUES RELATING TO QUALITATIVE RESEARCH 94 ETHICAL ISSUES
RELATING TO QUANTITATIVE RESEARCH 95 FUTURE DIRECTIONS IN ETHICS 96
USING THE INTERNET FOR INTERNATIONAL MARKETING RESEARCH 97 EXPLORATORY
AND QUALITATIVE RESEARCH 97 DESCRIPTIVE AND QUANTITATIVE RESEARCH 99
SUMMARY 100 REVISION QUESTIONS 101 MANAGERIAL ASSIGNMENT TASK 102
REFERENCES 102 INTERNATIONAL COMPETITIVE MARKETING STRATEGIES 104
CONTENTS . 104 LEARNING OBJECTIVES 104 INTRODUCTION 105 INTERNATIONAL
MARKET COMPETITIVE THEORIES 105 THE ORIGIN AND NATURE OF COMPETITIVE
ADVANTAGE 105 THE VALUE SYSTEM 106 THE COMPETITIVE STRATEGY 107
COMPETITIVE ADVANTAGE IN AN INTERNATIONAL MARKET 109 INTERNATIONAL
COMPETITIVE STRATEGY 110 SUSTAINABLE COMPETITIVE ADVANTAGE 110 CORPORATE
AND MARKETING STRATEGY 111 OPERATING STRATEGIES 112 STRATEGIC OPTIONS
(REGIONAL, LOCAL, OR STANDARDIZATION) 113 PSYCHIC DISTANCE AND CORPORATE
MARKETING PERFORMANCE 114 PSYCHIC DISTANCE AND ORGANIZATIONAL
PERFORMANCE 115 INTERNATIONAL MARKETING AND STRATEGIC PLANNING 117
FACTORS INFLUENCING STRATEGIC MARKETING PLANNING 117 PLANNING FORMALITY
120 GENERIC STRATEGIC OPTIONS IN WORLD MARKETS . 121 X O CONTENTS
INTERNATIONAL MARKET SEGMENTATION 121 COMPOSITION OF A TARGET MARKET 122
INTERNATIONAL TARGETING STRATEGY 123 INTERNATIONAL MARKET POSITIONING
124 ALTERNATIVE POSITIONING STRATEGIES 126 MARKET-BASED OPTIONS (MBO)
128 RESOURCE-BASED ALTERNATIVES 129 INTERNATIONAL MARKET EXPANSION
STRATEGIES 131 THE MAJOR STRATEGIC ALTERNATIVES 132 SUMMARY 133 REVISION
QUESTIONS 134 SEMINAR CASE STUDY: MCDONALD S - A GLOBAL RETAILER 134
MANAGERIAL ASSIGNMENT TASK 136 REFERENCES 136 5 MARKET SELECTION
DECISIONS AND ENTRY STRATEGIES 138 CONTENTS 138 LEARNING OBJECTIVES 138
INTRODUCTION 139 UNDERSTANDING INTERNATIONAL MARKETS 139 THE ELIMINATION
OF UNSUITABLE MARKETS 140 FOREIGN MARKET SELECTION 140 INTERNAL FACTORS
INFLUENCING THE SELECTION 142 MIXED FACTORS INFLUENCING THE SELECTION
143 EXTERNAL FACTORS INFLUENCING THE SELECTION 145 DECISION CRITERIA FOR
CHOICE OF MARKET ENTRY MODE 147 INTERNAL FACTORS 147 MIXED FACTORS 149
EXTERNAL FACTORS 150 THE ROLE OF CULTURE IN ENTRY DECISIONS 151
CULTURALLY CLOSE OR DISTANT 151 ENTRY AS AN INTERNATIONAL MARKETING
STRATEGY 153 SELF-START ENTRY (ORGANIC GROWTH) STRATEGY 153 FRANCHISING
ARRANGEMENTS 153 JOINT VENTURES 155 ACQUISITION 156 INTERNATIONAL
LICENSING AGREEMENTS 158 STRATEGIC ALLIANCES (CO-MARKETING) 159 THE
GOALS OF STRATEGIC ALLIANCE 159 MOTIVES UNDERLYING STRATEGIC ALLIANCES
160 PARTNERSHIPS IN EMERGING MARKETS 160 THE MARKET ADAPTATION AND
STANDARDIZATION PROCESS 162 THE IMPACT OF THE INTERNET ON THE MARKET
SELECTION AND ENTRY PROCESS 165 SUMMARY 166 REVISION QUESTIONS 166
SEMINAR CASE STUDY: THE ENTRY OF THE SILVER STREAK RESTAURANT
CORPORATION INTO MEXICO 167 MANAGERIAL ASSIGNMENT TASK 169 REFERENCES
169 CONTENTS O XI 6 MANAGEMENT OF EXPORTING AND IMPORTING 172 CONTENTS
172 LEARNING OBJECTIVES 172 INTRODUCTION 173 EXPORT ACTIVITIES AND
ORGANIZATION 173 DIRECT EXPORTING MODES 176 THE EXPORT AGENT 177
DISTRIBUTORS 178 THE CHOICE OF INTERMEDIARIES 178 EXPORTING AND
LOGISTICS 180 TERMS OF SALE AND DELIVERY 180 TERMS OF PAYMENT 182 EXPORT
FINANCE 186 GOVERNMENT POLICY AND EXPORTING 189 OVERSEAS TRADE SERVICES
(OTS) 189 HELP ELSEWHERE 190 EXPORT PLANNING 190 IMPORTS 191 FREE TRADE
ZONES 192 BARTER AND COUNTER-TRADE 192 COUNTER-TRADE 193 BUYBACK 193
OFFSET TRADING 193 SWITCH TRADING 194 EVIDENCE ACCOUNT 194 PARALLEL
IMPORTING (GREY MARKETING) 195 THE ADVANTAGES OF PARALLEL IMPORTING 197
THE DISADVANTAGES OF PARALLEL IMPORTING 197 REGIONAL TRADING BLOCS . *
199 LEVELS OF TRADING ARRANGEMENTS 199 SUCCESSFUL REGIONAL TRADING BLOCS
199 THE EUROPEAN UNION 201 NORTH AMERICAN FREE TRADE AGREEMENT (NAFTA)
201 ASSOCIATION OF SOUTH EAST ASIAN NATIONS (ASEAN) 202 SUMMARY 203
REVISION QUESTIONS 203 SEMINAR CASE STUDY: EXPORT MARKETING CHALLENGES
IN THE COMMERCIALIZATION OF GM CROPS 204 MANAGERIAL ASSIGNMENT TASK 207
REFERENCES 207 7 INTERNATIONAL MARKETING OPERATIONS AND PLANNING 209
CONTENTS 209 LEARNING OBJECTIVES 209 INTRODUCTION 210 INTERNATIONAL
MARKETING OPERATIONS 210 SEGMENTING THE INTERNATIONAL MARKET 213 XII O
CONTENTS CRITERIA FOR SUCCESSFUL SEGMENTATION 213 CONSUMER MARKET
SEGMENTATION 214 BUSINESS (INDUSTRIAL) MARKET SEGMENTATION 214 PROFILING
THE SEGMENTS 214 SEGMENTING INTERNATIONAL MARKETS 215 THE NATURE OF
INTERNATIONAL MARKETING PLANNING 216 TYPES OF PLANNING MODE 217
SHORTER-RANGE PLANNING 218 MEDIUM-RANGE PLANNING 218 LONGER-RANGE
PLANNING 218 AN INTERNATIONAL MARKETING PLAN 218 STRATEGIC PLANNING IN
THE INTERNATIONAL CONTEXT 221 THE MEANING OF STRATEGY 222 THE ROLE OF
STRATEGIC PLANNING 224 COMPANY GROWTH 226 MARKETING AND CORPORATE
STRATEGY 226 GENERAL ANALYSIS OF STRATEGIC OPTIONS 228 SELECTING TARGET
MARKETS 228 MARKETING MANAGEMENT 229 CONTROL TOOLS FOR INTERNATIONAL
MARKETING PLANNING 230 MARKETING IMPLEMENTATION 231 MONITORING ACTION
PLANS 231 CHALLENGES TO INTERNATIONAL MARKETING PLANNING 232
IMPLEMENTATION OF THE INTERNATIONAL MARKETING PLAN 233 SUMMARY 234
REVISION QUESTIONS 234 SEMINAR CASE STUDY: THE STRATEGIC PLANNING
PROCESS AT AKOUT PIC 235 MANAGERIAL ASSIGNMENT TASK 237 REFERENCES 237 8
PRODUCT AND BRAND DECISIONS FOR INTERNATIONAL MARKETING 239 CONTENTS 239
LEARNING OBJECTIVES 239 INTRODUCTION 240 THE NATURE OF THE PRODUCT IN
INTERNATIONAL MARKETS 240 INTERNATIONAL PRODUCT POLICY 242 DEVELOPING
NEW PRODUCTS 242 DEGREES OF PRODUCT NEWNESS 243 PRODUCT DEVELOPMENT
STRATEGIC ORIENTATION 245 INTERNATIONAL PRODUCT INTRODUCTION STRATEGIC
ALTERNATIVES 245 PRODUCT STANDARDIZATION 248 STANDARDIZATION VERSUS
ADAPTATION DECISIONS 250 BRAND EQUITY AND BRANDING DECISIONS 253
BRANDING DECISIONS 253 BRAND COMPARISON 254 OWN-LABEL BRANDING 254 THE
RETAILER S PERSPECTIVE 256 THE MANUFACTURER S PERSPECTIVE 257 CONTENTS O
XIII NATIONAL BRANDS (MANUFACTURER S OWN BRANDS) 258 CO-BRANDING 258
GLOBAL BRANDING 258 THE PRODUCT LIFE CYCLE (PLC) 259 INTRODUCTION 259
GROWTH 260 MATURITY 260 DECLINE 260 PROBLEMS WITH THE PRODUCT LIFE CYCLE
260 INTERNATIONAL PRODUCT LIFE CYCLE AND STRATEGIES 261 NEW PRODUCT
INTRODUCTION AND DEVELOPMENT 262 IN-HOUSE PRODUCT DEVELOPMENT 262
ADOPTION AND DIFFUSION OF NEW PRODUCTS 265 PRODUCT DELETION 267
INTERNATIONAL PRODUCT-LINE MANAGEMENT 269 SUMMARY 269 REVISION QUESTIONS
270 SEMINAR CASE STUDY: THE NEW PRODUCT DESIGN PROCESS - THE CASE OF
ALPHA LTD 271 MANAGERIAL ASSIGNMENT TASK 272 REFERENCES 273 9 SERVICE
STRATEGIES FOR INTERNATIONAL MARKETING 274 CONTENTS 274 LEARNING
OBJECTIVES 274 INTRODUCTION 275 THE NATURE OF SERVICE IN INTERNATIONAL
MARKETS 275 INTERNATIONAL SERVICE SECTORS 276 THE CHARACTERISTICS OF
SERVICES 276 MARKETING PROBLEMS RELATING TO SERVICE CHARACTERISTICS 278
META-CLASSIFICATION OF INTERNATIONAL SERVICES 278 SERVICE TYPOLOGIES 280
REFLECTIONS ON THE FOUR INTERNATIONAL SERVICE TYPES 282 INTERNATIONAL
SERVICE PROCESS MATRIX 284 DEVELOPING A SUPPLEMENTARY SERVICE MODEL 285
COMPETITIVE STRATEGY FOR INTERNATIONAL SERVICE PROVISION 285 COMPETITION
AND INDUSTRY DRIVERS 286 COPING WITH TECHNOLOGICAL COMPETITION 288 THE
MARKETING MIX FOR INTERNATIONAL SERVICES 289 THE BOOMS AND BITNER
FRAMEWORK 290 THE INTERNATIONAL MARKETING TASK 292 IMPLICATIONS FOR
INTERNATIONAL MARKETING 293 INTERNATIONAL SERVICES MANAGEMENT 293
APPROPRIATE ENTRY MODES 293 STANDARDIZATION VERSUS LOCAL ADAPTATION 294
SERVICE QUALITY CONSIDERATIONS 295 REGULATORY IMPEDIMENTS TO
INTERNATIONAL SERVICE MARKETING 296 ECONOMIC IMPEDIMENTS 297 CULTURAL
IMPEDIMENTS - 297 XIV O CONTENTS SUMMARY 297 REVISION QUESTIONS 298
SEMINAR CASE STUDY: THE VALAMO MONASTERY (VM) 299 MANAGERIAL ASSIGNMENT
TASK 301 REFERENCES 301 10 INTERNATIONAL CHANNELS OF DISTRIBUTION AND
LOGISTICS MANAGEMENT 303 CONTENTS 303 LEARNING OBJECTIVES 303
INTRODUCTION 304 THE STRUCTURE OF INTERNATIONAL MARKETING CHANNELS 304
NATURAL CHANNELS OF DISTRIBUTION 306 INFLUENTIAL FACTORS IN
INTERNATIONAL CHANNEL DESIGN 307 CHANNEL SELECTION AND MANAGEMENT 313
CHANNEL SELECTION 314 APPOINTING SUITABLE AGENTS 314 COMMUNICATION AND
CONTROL OF AGENTS 315 CHANNEL MOTIVATION AND PERFORMANCE EVALUATION 315
CHANNEL MEMBERSHIP MANAGEMENT 316 CHANNEL MOTIVATION 316 CHANNEL
COOPERATION AND CONFLICT 317 CHANNEL AGREEMENTS AND ALTERNATIVE CHANNELS
318 POWER NEGOTIATION 318 CULTURAL ASPECTS OF NEGOTIATIONS 320
ALTERNATIVE CHANNELS OF DISTRIBUTION 320 JOINT VENTURES 324 STRATEGIC
ALLIANCES 324 CHANNEL STRATEGY FOR NEW MARKET ENTRY 325 DETERMINANTS OF
CHOICE 325 GREY MARKET INFLUENCES ON DISTRIBUTION MANAGEMENT 326 THE
BLACK MARKET (INFORMAL ECONOMY) 327 INTERNATIONAL LOGISTICS MANAGEMENT
327 THE ROLE OF THE INTERNET 329 ASPECTS OF THE INTERNET DEVELOPMENTS
330 THE INTERNET AND THE VALUE CHAIN 331 SUMMARY 332 REVISION QUESTIONS
333 MANAGERIAL ASSIGNMENT TASK 333 REFERENCES 333 11 PRICING DECISIONS
IN INTERNATIONAL MARKETS 335 CONTENTS 335 LEARNING OBJECTIVES 335
INTRODUCTION 336 DETERMINANTS OF INTERNATIONAL PRICING 336 COMPETITIVE
STRUCTURE 338 PRICE STRUCTURE 338 CONSUMER BEHAVIOUR 339 CONTENTS O XV
USING PRICING STRATEGY AS COMPETITIVE ADVANTAGE IN INTERNATIONAL MARKETS
339 COST LEADERSHIP STRATEGY 340 LOW-PRICE, HIGH-QUALITY STRATEGY 340
FOCUSED DIFFERENTIATION STRATEGY 340 BRAND PREFERENCE STRATEGY 340
FUNDAMENTALS OF PRICING STRATEGY 341 INTERNATIONAL MARKET SKIMMING 342
INTERNATIONAL MARKET PRICING 342 PENETRATION PRICING 342 ECONOMIC
ANALYSIS OF INTERNATIONAL PRICING ISSUES 343 SETTING OBJECTIVES FOR
INTERNATIONAL PRICING 343 PRICE ORIENTATIONS IN INTERNATIONAL MARKETING
346 EXPORT PRICING 348 EXPORT PRICING OBJECTIVES 348 EXPORT PRICING
POLICIES 350 EXPORT PRICING METHODS 350 INTERNATIONAL TRANSFER PRICING
350 INTERNATIONAL REFERENCE PRICING (IRP) 352 PRODUCT DUMPING IN
INTERNATIONAL MARKETS 353 INTERNATIONAL PRODUCT PIRACY 354 SCOPE AND
KINDS OF INTERNATIONAL PIRACY 354 EXCHANGE RATE FLUCTUATIONS 356
CURRENCY RISKS -* 357 INVOICE CURRENCY POLICIES 358 INTERNATIONAL
COUNTER-TRADING 359 REASONS FOR COUNTER-TRADING 359 BENEFITS FROM
COUNTER-TRADING 361 MOTIVATIONS AND REASONS FOR INCREASING COUNTER-TRADE
361 DIFFICULTIES ASSOCIATED WITH COUNTER-TRADE 361 BARTER TRADING 362
COUNTER PURCHASE 362 SUMMARY 363 REVISION QUESTIONS 363 SEMINAR CASE
STUDY: BARTER TRADING IN THE US RADIO INDUSTRY 364 MANAGERIAL ASSIGNMENT
TASK 365 REFERENCES 366 12 INTEGRATED INTERNATIONAL MARKETING
COMMUNICATIONS 367 CONTENTS 367 LEARNING OBJECTIVES 367 INTRODUCTION 368
THE NATURE AND PROCESS OF MARKETING COMMUNICATIONS 368 THE INTERNATIONAL
COMMUNICATION PROCESS 368 INTEGRATED MARKETING COMMUNICATIONS (IMC) 370
THE MEANING OF IMC 371 INTERNATIONAL ADVERTISING DECISIONS 373
STANDARDIZATION OF INTERNATIONAL ADVERTISING CAMPAIGNS 374 ADAPTATION OF
INTERNATIONAL ADVERTISING CAMPAIGNS 376 XVI O CONTENTS MEDIA SELECTION
377 COSTS 378 SELECTING AGENTS 378 INTERNATIONAL PUBLICITY AND PUBLIC
RELATIONS 379 MAJOR CONSTRAINTS ON INTERNATIONAL PUBLICITY 379 PERSONAL
SELLING IN THE INTERNATIONAL ENVIRONMENT 381 INTERNATIONAL SALES
PROMOTION 382 SALES PROMOTION TECHNIQUES 383 SALES PROMOTIONAL
OBJECTIVES 383 CHOICE OF SALES PROMOTION TECHNIQUES R 383 RELATIONSHIP
MARKETING 386 COMPONENTS OF A SUCCESSFUL RELATIONSHIP 386 DIRECT
MARKETING 388 GROWTH OF DIRECT MARKETING 389 TRADE SHOWS 389
INTERNATIONAL ACCOUNT MANAGEMENT 390 FRAMEWORK FOR MANAGING
INTERNATIONAL ACCOUNTS 391 FACTORS IN THE MANAGEMENT OF INTERNATIONAL
ACCOUNTS 391 EXAMPLES OF COMPANIES WITH INTERNATIONAL ACCOUNTS 392
INTERNATIONAL CUSTOMERS 392 INTERNATIONAL CHANNELS 392 REGIONAL
CUSTOMERS AND CHANNELS 393 TRANSFERABLE MARKETING 393 LEAD COUNTRIES 393
INTERNATIONAL ECONOMIES OF SCALE 393 HIGH PRODUCT DEVELOPMENT COSTS 393
CHANGING TECHNOLOGY 394 INTERNATIONAL COMPETITORS 394 RESPONSE TO
INTERNATIONAL CUSTOMERS 394 ETHICAL AND CULTURAL ISSUES . 396 SUMMARY
397 REVISION QUESTIONS 397 SEMINAR CASE STUDY: INTERNATIONAL ACCOUNT
MANAGEMENT 398 MANAGERIAL ASSIGNMENT TASK 399 REFERENCES 400 13
INTERNATIONAL BUSINESS-TO-BUSINESS MARKETING 401 CONTENTS 401 LEARNING
OBJECTIVES 401 INTRODUCTION 402 THE E-COMMERCE MARKETS 402 THE
CHARACTERISTICS OF B2C MARKETING 404 THE BUSINESS MARKETS 406 THE
CONSUMER MARKET 409 RELATIONSHIP MARKETING IN THE B2B CONTEXT 409 THE
B2B RELATIONSHIP LIFECYCLE 411 THE NATURE OF B2B IN THE INTERNATIONAL
ENVIRONMENT 411 BUYER BEHAVIOUR IN B2B MARKETS 413 CONTENTS O XVII
PROBLEM RECOGNITION 415 INFORMATION SEARCH 415 EVALUATION OF
ALTERNATIVES 415 PURCHASE DECISION 416 POST-PURCHASE BEHAVIOUR 416
EXPLORING BUSINESS BEHAVIOUR IN THE B2B MARKET 416 THE PARTICIPANTS 419
NEGOTIATION PROCESS 419 PERFORMANCE MONITORING 419 AFTER-SALES ANALYSIS
420 INTERNATIONAL B2B CHANNEL CONTROL 420 THE ROLE OF THE INTERNET IN
DEVELOPING B2B 422 INNOVATIVE THEORY 422 GOVERNMENT ISSUES IN B2B
TRANSACTIONS 425 SUMMARY 426 REVISION QUESTIONS 427 MANAGERIAL
ASSIGNMENT TASK 428 REFERENCES 429 14 RETAIL INTERNATIONALIZATION AND
MARKETING 430 CONTENTS 430 LEARNING OBJECTIVES . 430 INTRODUCTION 431
GLOBAL VERSUS INTERNATIONAL RETAILING 431 THE NATURE OF INTERNATIONAL
RETAILING 432 CONCEPTUAL FRAMEWORK AND INTERNATIONALIZATION PROCESS 434
CONCEPTUAL FRAMEWORK 434 THE INTERNATIONALIZATION PROCESS 436
INTERNATIONALIZATION MOTIVES AND ENTRY STRATEGIES 437 RETAIL
INTERNATIONALIZATION DRIVERS 437 RETAIL INTERNATIONAL EXPANSION MOTIVES
438 MARKET ENTRY STRATEGIES 439 INTERNATIONAL MARKET OPPORTUNITIES 443
INTERNATIONAL RETAIL MARKET POSITION AND STRATEGIES 445 INTERNATIONAL
RETAIL FORMAT 446 INTERNATIONAL MARKET POWER 447 RETAIL MANAGEMENT
IMPLICATIONS 448 SUMMARY 448 REVISION QUESTIONS 449 SEMINAR CASE STUDY:
LOUIS VUITTON MOET HENNESSY (LVMH): GLOBAL RETAILER 450 MANAGERIAL
ASSIGNMENT TASK 452 REFERENCES 452 15 THE INTERNET AND INTERNATIONAL
MARKETING 454 CONTENTS 454 LEARNING OBJECTIVES 454 INTRODUCTION 455 THE
ROLE OF E-COMMERCE IN INTERNATIONAL MARKETING 455 XVIII O CONTENTS
E-COMMERCE AS A MARKETING PROCESS INNOVATION 457 THE DEVELOPMENT OF THE
INTERNET 458 INTERNET USERS 460 TECHNOLOGICAL APPLICATIONS 460 THE
INTERNET DEVELOPMENT STAGE 461 ADAPTATION PROCESS 462 THE INTERNET AS AN
INTERNATIONAL MARKETING CHANNEL 467 BUSINESS APPLICATIONS OF THE
INTERNET 468 THE INTERNET AND INTERNATIONAL MARKETING ACTIVITIES 470
SUMMARY 472 REVISION QUESTIONS 473 SEMINAR CASE STUDY: THE USE OF THE
INTERNET BY SCULT SOFTWARE COMPANY (SSC) 473 MANAGERIAL ASSIGNMENT TASK
475 REFERENCES 476 16 ETHICS AND INTERNATIONAL MARKETING 478 CONTENTS
478 LEARNING OBJECTIVES 478 INTRODUCTION 479 THE NATURE OF ETHICS IN
INTERNATIONAL MARKETING 480 THE IMPORTANCE OF ETHICS 480 DEVELOPMENTS IN
MARKETING RESPONSIBILITY 481 ETHICS IN THE INTERNATIONAL ENVIRONMENT 482
CORPORATE SOCIAL RESPONSIBILITY 484 SOCIAL EXPECTATIONS 486 CORPORATE
SOCIAL CULTURE 487 CORPORATE ETHICAL VALUES 488 SOCIAL RESPONSIBILITY IN
INTERNATIONAL MARKETING 489 INTERNATIONAL FAIR TRADING 491 THE
INTERNATIONAL FAIR TRADE MOVEMENT 491 BUSINESS RESPONSES TO FAIR TRADE
493 INTERNATIONAL MARKETING OF ECOLOGICAL PRODUCTS 495
INTERNATIONALIZATION OF ECO-FIRMS 497 THE ROLE OF CONSUMERS 497
CONSUMERS JUDGEMENT OF UNETHICAL BEHAVIOUR 498 CONSUMER RESPONSE TO
ETHICS 498 CONSUMER SOPHISTICATION 499 CONSUMER BOYCOTTS AND CONSUMER
VALUES 500 SUMMARY 502 REVISION QUESTIONS 502 SEMINAR CASE STUDY: THE
GLOBAL REVOLUTION IN ETHICAL BUSINESS 503 MANAGERIAL ASSIGNMENT TASK 505
REFERENCES 505 INDEX 507
|
| any_adam_object | 1 |
| author | Omar, Ogenyi |
| author_facet | Omar, Ogenyi |
| author_role | aut |
| author_sort | Omar, Ogenyi |
| author_variant | o o oo |
| building | Verbundindex |
| bvnumber | BV019659967 |
| callnumber-first | H - Social Science |
| callnumber-label | HF1416 |
| callnumber-raw | HF1416 |
| callnumber-search | HF1416 |
| callnumber-sort | HF 41416 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 680 |
| ctrlnum | (OCoLC)56759929 (DE-599)BVBBV019659967 |
| dewey-full | 658.84 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.84 |
| dewey-search | 658.84 |
| dewey-sort | 3658.84 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV019659967 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:02:22Z |
| institution | BVB |
| isbn | 140390068X 9781403900685 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-012988383 |
| oclc_num | 56759929 |
| open_access_boolean | |
| owner | DE-1050 DE-521 DE-1049 DE-384 |
| owner_facet | DE-1050 DE-521 DE-1049 DE-384 |
| physical | XXVI, 518 S. graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Palgrave Macmillan |
| record_format | marc |
| spelling | Omar, Ogenyi Verfasser aut International marketing Ogenyi Omar 1. publ. Basingstoke Palgrave Macmillan 2009 XXVI, 518 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Export marketing Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s DE-604 GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012988383&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Omar, Ogenyi International marketing Export marketing Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 |
| title | International marketing |
| title_auth | International marketing |
| title_exact_search | International marketing |
| title_full | International marketing Ogenyi Omar |
| title_fullStr | International marketing Ogenyi Omar |
| title_full_unstemmed | International marketing Ogenyi Omar |
| title_short | International marketing |
| title_sort | international marketing |
| 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=012988383&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT omarogenyi internationalmarketing |