International marketing strategy: analysis, development and implementation
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Internat. Thomson Business Publ.
2004
|
| Ausgabe: | 4. ed. |
| Schriftenreihe: | Thomson learning
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXI, 445 S. graph. Darst. |
| ISBN: | 1844800253 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804135353730203648 |
|---|---|
| adam_text | ents
List of figures, tables, illustrations and dilemmas x
Preface xiii
Acknowledgements xxi
IE HI ANALYSIS i
1 An introduction to international marketing 3
The strategic importance of international marketing 4
The international marketing environment
Differences between international and domestic marketing 26
International marketing strategies 2~
Case study Tokai Guitars 32
2 The international trading environment 3s
Vtbrld trading patterns 3*
Reasons countries trade 39
Barriers to world trade 42
The development of world institutions to foster international trade is
The development of world trading groups 49
The European l. nion * 2
The Free Trade Area of the Americas (FTAA) S
The Asian Pacific Trading Region S9
The Chinese economic area 60
Case study: B F Rail 63
3 Social and cultural considerations in international marketing 6s
Social and cultural factors 6*
X7iat is culture? 66
Culture and consumer behaviour 4
Analysing cultures and the implications for consumer behaviour ~H
Cross cultural analysis 80
Social and cultural influences in business to business marketing 8S
Case study: The Beckham brand: Real Madrid vs Manchester I nited in the
Far East 9S
4 International marketing research and opportunity analysis 99
The role of marketing research and opportunity analysis KM)
The role of international marketing research 100
Opportunity identification and analysis 101
International marketing segmentation 10
The international marketing information system 112
Primary research in international markets 118
Case study: The Day Chocolate Company 130
Integrative learning activities An introduction 133
Integrative learning activity International marketing planning:
analysis 135
|Qm STRATEGY DEVELOPMENT 139
5 International niche marketing strategies for small
and medium sized enterprises (SMEs) hi
The SME sector and its role within the global economy 142
The nature of international marketing in SMEs 143
The nature of international development 151
International strategic marketing management in SMEs 158
Management style and international fast growth 170
The future of SME internationalisation 175
Case study: INDECO (pvt) Ltd 177
6 Global strategies 179
Alternative view s of globalisation 180
Alternative strategic responses 188
International marketing management for global firms 195
Case study: McDonald s repositioning for a global future 214
7 Market entry strategies 217
The alternative market entry methods 218
Indirect exporting 220
Direct exporting 224
Foreign manufacturing strategies without direct investment 231
Foreign manufacturing strategies with direct investment 235
Cooperative strategies 239
Case study: Muji market entry with no brand 246
8 International product and service management 249
Products, services and service marketing 250
The components of the international product offer 252
Factors affecting international product management 254
Product policy 261
Managing products across borders 264
Image, branding and positioning 268
New product development 276
Case study: The world car or cars for the world? 283
Integrative learning activity International marketing planning:
strategy development 287
Contents
QQQQ IMPLEMENTATION 291
9 International communications 293
The role of marketing communications 294
The fundamental challenges for international marketing
communications 298
International marketing communications strategy 303
The marketing communications tools 306
Relationship marketing 320
Case study: Harley Davidson rockers idol 329
10 The management of international distribution and logistics 33
The challenges in managing an international distribution strategy 334
Selecting foreign country market intermediaries 335
Building relationships in foreign market channels 342
Trends in retailing in international markets 346
The management of the physical distribution of goods 354
Case study: Merry Management Training 367
11 Pricing for international markets 369
Domestic vs international pricing 370
The factors affecting international pricing decisions 370
Developing pricing strategies 380
Problems of pricing and financing international transactions 383
Problems in multi national pricing 383
Problems in managing foreign currency transactions 390
Problems in minimising the risk of non payment in high risk countries 39i
Administrative problems resulting from the cross border transfer
of goods 396
Case study: Beta Automotive 400
12 International marketing implementation through
enabling technologies 403
The enabling technologies 404
The Internet and Web sites 408
E markets and e marketing 411
International marketing solution integration 416
The impact on international marketing strategy 420
Moving to a customer led strategy 426
Case study: Travel distribution 430
IntegratlVe learning activity International marketing planning:
implementation, control and evaluation ¦»:
Index 439
X
List of figures, tables, illu
Figures
1.1 The environmental influences on international
marketing 7
1.2 Regional breakdown of global population 10
1.3 Working time required to buy a Big Mac
(in minutes) 15
1.4 Country associated risks 19
1.5 Some typical stakeholders of multi national
enterprises 24
2.1 Regional composition of world GDP and
population 36
2.2 Tariff and non tariff barriers 43
2.3 Regional trading areas 52
3.1 A cultural framework 68
32 Cultural influences on buyer behaviour 74
3 3 Model of consumer behaviour in international
markets 78
3.4 The contextual continuum of differing cultures 82
35 Power distance/individualism dimensions across
cultures 83
36 Interrelationship between context and
diffusion 85
3.7 Linear model of the negotiation process 88
4.1 Product/market combinations and the scope for
competitive advantage on market entry 103
4.2 The four risk matrix 106
4.3 Business portfolio matrix 109
4.4 Market profile analysis 114
4.5 The international marketing research process 119
5.1 The difference between exporting and
international niche marketing 148
5.2 The multilateral aspects of the
internationalisation process 151
53 Geographic development of SMEs 152
5.4 Growth for niche marketers 153
5.5 McKinsey 7S framework 158
5.6 Ansoff growth matrix 160
5.7 Factors affecting SME internationalisation 161
5.8 Product structure 166
5.9 Geographic structure 166
5.10 Levels of internationalisation 168
5.11 Characteristics of successful international
business to business marketers 169
6.1 The international competitive posture matrix 188
6.2 Alternative worldwide strategies 189
strations and dilemmas
6.3 Globalisation push and pull factors 191
6.4 The conceptual framework of a firm 204
6.5 Functions of different management levels 205
6.6 Development of strategy 206
6.7 International planning problems 211
7.1 Market entry methods and the levels of
involvement in international markets 218
7.2 Risk and control in market entry 220
7.3 The components of the export marketing mix 224
7.4 Initiation and development of export product
portfolios 226
8.1 The three elements of the product or service 253
8.2 The international product life cycle 264
83 The portfolio approach to strategic analysis
(BCG matrix) 266
8.4 The brand value equation 271
8.5 The world s most valuable brands 2002 272
8.6 Brand valuation 272
8.7 International branding model 273
8.8 New product categories 277
8.9 The arguments for and against centralisation of
R D 280
91 External, internal and interactive marketing 295
9.2 The dimensions of external marketing
communications 296
93 Push and pull strategies 304
9.4 Internal and external international
communications programmes 307
9.5 The top 15 advertising spenders in 2001 311
96 The dimensions of transaction and relationship
marketing 322
97 Transactional marketing based on customer
service 322
98 Relationship marketing based on customer
satisfaction 323
99 The transaction relationship marketing
continuum 323
910 Traditional relationship 324
911 Partnership linkages 324
912 Focusing on the six markets 325
10.1 Distribution channels for business goods 337
10.2 Distribution channels for consumer goods 337
103 The typical distribution system in Japan 338
10.4 Global retailer categories 351
10.5 The export order and physical distribution
process 363
11.1 Three types of grey market 386
11.2 A framework for selecting a coordination
method 388
11.3 The export order process 398
12.1 The vicious circle of technology and competitive
advantage 405
Tables
1.1 The world s ten mega cities in 2015 11
1.2 Gross National Income per capita (GNIpc) across
the world (weighted for purchasing power parity
(PPP)) 14
2.1 Percentage of the total of world exports in
merchandise, 2003 37
2.2 Forecasts in per cent changes in consumer prices
and real GDP/GNP 2004 37
2.3 Forecasted balance of payments current accounts,
2004 38
2.4 The heavy burden of debt 46
2.5 Main types of trade associations 50
31 Cultural values and their relevance to consumer
behaviour 70
32 Major Haraam subjects in Islam 71
3 3 The main silent languages in overseas
business 73
34 Differences in buyer seller relationships
styles 90
4.1 The 12C framework for analysing international
markets 113
4.2 Online databases 115
4.3 A comparative evaluation of survey methods for
use in international marketing research 181
6.1 The top 15 transnational companies by foreign
assets 2000 180
6.2 Top 15 companies: Index of transnationality
2000 181
6.3 Top 12 companies from developing economies:
Index of transnationality 2000 181
7.1 Top ten global beer brands 1999 234
7.2 Who provides what in East West partnerships 240
10.1 Retailers typical differences between developing
and developed countries 347
10.2 Top ten global food retailers by sales (USjSbn) 350
11.1 The effect of additional export sales on
contribution 374
11.2 Escalation of costs through exporting 376
Illustrations
1.1 India spices things up! 8
1.2 When is a Parma ham not a Parma ham? 11
1.3 Cadbury s in political faux pas 20
1.4 Indian brands emerge from the shadows 21
1.5 The beautification of the ageing baby boomers 27
1.6 FISHERMAN S FRIEND 29
List of figures, tables, illustrations and dilemmas
2.1 China: Opportunity or threat? 40
2.2 Protectionists end up the losers 44
2.3 Skoda has the last laugh 55
2.4 ABB s Central European strategy 56
2.5 When is a catfish not a catfish? 57
31 Cadbury s: Lady Purple or Aunty Violet? 69
3 2 Written language: but what does it mean? 72
3 3 Localising Web sites 73
3 4 Heineken beats Carlsberg through the
backdoor 76
3 5 The use of humour in international meetings 86
3.6 How the ethical consumer makes decisions 91
4.1 Kodak s use of consumer research to assess
global market potential 105
4.2 Goodyear global segmentation research 111
4.3 Statistics in Siberia 118
4.4 Use of multi client studies 121
4.5 The use of qualitative research to overhaul global
brand image 125
5.1 SMP 145
5.2 Beatson Clark: Defining a niche in a commodity
market 147
53 Encouraging SMEs to export in the
Philippines 147
5.4 Outsourcing the Western and Asian ways 157
5.5 Azim Premji from cooking oil to IT
billionaire 171
5.6 Fast growth from global adaptation 173
6.1 Nokia: Zero to hypergrowth to maturity in ten
years 182
6.2 Gillette planning a close shave 187
6.3 ABB: a new model of global entrepreneurialism
good while it lasted? 192
6.4 Floundering Ford 197
6.5 Merging for global focus 200
6.6 Kodak in China: Smile please 203
6.7 Conflicting Asian Western business practices 208
7.1 Asian first movers 219
7.2 The future of Sogo shosha 223
7.3 High flying Brazilian exporter 225
7.4 Chinese brands building on technology 237
7.5 A tastier cru? 239
7.6 When joint ventures go wrong 242
7.7 Renault Nissan: Married or just living
together? 244
8.1 Flying with frills or no frills 252
8.2 Cable Wireless what a difference two years
make 255
8.3 Tiger Balm: Relieving the pains of warlords and
sports stars 265
8.4 Portfolio management Unilever, Nestle and Heinz
style 267
8.5 Our best selling car is made here 269
8.6 Counterfeiting in China 275
8.7 Managing new product innovation 281
xii
List of figures, tables, illustrations and dilemmas
8.8 Whirlpool and the world cooker 282
9.1 Corporate identity and the Olympic Games 297
9.2 Negativity in advertising 299
93 Pepsi promoting to tribes 303
9.4 The power of television 312
95 Direct marketing in Latin America 316
9 6 Coca Cola s global multi local strategy 317
9.7 Charity begins in the neighbourhood 320
9 8 Media partnering to educate Africa about
AIDS 322
10.1 Changing the Japanese distribution system 339
10.2 Jakarta eases distribution restrictions 340
10.3 Kodak s distribution strategy in China 344
10.4 Comparative retailing traditions 348
10.5 Tesco goes for global growth 351
10.6 Internet helps Western countries penetrate
Japan 354
10.7 Nightmare logistics in Cameroon 360
11.1 Consumer credit fuels consumer purchases 379
11.2 Competing in Europe against the euro 384
11.3 Grey clouds cause black anger 387
11.4 Dealing with stormy currencies 391
11.5 Counter trade deals for GEC 395
11.6 Ikea competes on its supply route 395
12.1 Growth based on shaky foundations 406
12.2 Soft in Ghana 407
12.3 Firestone shoulders the blame 410
12.4 The growth of eBay 414
12.5 The B2B marketplace for steel 415
12.6 Dell online 418
Dilemmas
1.1 Ethical dilemma 12
1.2 The nude economy 22
2.1 The dilemma of the long supply chain 61
31 Skoda 77
32 Mittelstand vs US executives 80
4.1 Dutch flowers to the US 104
4.2 Optcan assess Saudi Arabia 107
4.3 How to research the Canadian market 116
5.1 Building a sustainable international business
model 163
5.2 Government support for SMEs 165
6.1 How do component makers add value? 185
6.2 Shiseido transforming from toiletries to
cosmetics 199
7.1 Beer global marketing or local heritage? 233
7.2 The politics of car making in Asia 236
8.1 The football stitching game 260
8.2 Trying to ensure that diamonds are forever 262
9.1 SRC in advertising decisions 308
92 Xbox: Agency centralisation or
decentralisation 314
10.1 Local distributors vs the global operators 346
10.2 Cisco Systems 355
11.1 The cost of servicing global customers 378
11.2 Can we avoid the currency risk without losing
our customers? 391
12.1 Will e commerce exclude or enhance businesses
from emerging economies? 421
12.2 Should international marketing be led by the
tweenagers? 428
|
| adam_txt |
ents
List of figures, tables, illustrations and dilemmas x
Preface xiii
Acknowledgements xxi
IE HI ANALYSIS i
1 An introduction to international marketing 3
The strategic importance of international marketing 4
The international marketing environment
Differences between international and domestic marketing 26
International marketing strategies 2~
Case study Tokai Guitars 32
2 The international trading environment 3s
Vtbrld trading patterns 3*
Reasons countries trade 39
Barriers to world trade 42
The development of world institutions to foster international trade is
The development of world trading groups 49
The European l.'nion * 2
The Free Trade Area of the Americas (FTAA) S"
The Asian Pacific Trading Region S9
The Chinese economic area 60
Case study: B F Rail 63
3 Social and cultural considerations in international marketing 6s
Social and cultural factors 6*
\X7iat is culture? 66
Culture and consumer behaviour ""4
Analysing cultures and the implications for consumer behaviour ~H
Cross cultural analysis 80
Social and cultural influences in business to business marketing 8S
Case study: The Beckham brand: Real Madrid vs Manchester I'nited in the
Far East 9S
4 International marketing research and opportunity analysis 99
The role of marketing research and opportunity analysis KM)
The role of international marketing research 100
Opportunity identification and analysis 101
International marketing segmentation 10"
The international marketing information system 112
Primary research in international markets 118
Case study: The Day Chocolate Company 130
Integrative learning activities An introduction 133
Integrative learning activity International marketing planning:
analysis 135
|Qm STRATEGY DEVELOPMENT 139
5 International niche marketing strategies for small
and medium sized enterprises (SMEs) hi
The SME sector and its role within the global economy 142
The nature of international marketing in SMEs 143
The nature of international development 151
International strategic marketing management in SMEs 158
Management style and international fast growth 170
The future of SME internationalisation 175
Case study: INDECO (pvt) Ltd 177
6 Global strategies 179
Alternative view's of globalisation 180
Alternative strategic responses 188
International marketing management for global firms 195
Case study: McDonald's repositioning for a global future 214
7 Market entry strategies 217
The alternative market entry methods 218
Indirect exporting 220
Direct exporting 224
Foreign manufacturing strategies without direct investment 231
Foreign manufacturing strategies with direct investment 235
Cooperative strategies 239
Case study: Muji market entry with no brand 246
8 International product and service management 249
Products, services and service marketing 250
The components of the international product offer 252
Factors affecting international product management 254
Product policy 261
Managing products across borders 264
Image, branding and positioning 268
New product development 276
Case study: The world car or cars for the world? 283
Integrative learning activity International marketing planning:
strategy development 287
Contents
QQQQ IMPLEMENTATION 291
9 International communications 293
The role of marketing communications 294
The fundamental challenges for international marketing
communications 298
International marketing communications strategy 303
The marketing communications tools 306
Relationship marketing 320
Case study: Harley Davidson rockers' idol 329
10 The management of international distribution and logistics 33
The challenges in managing an international distribution strategy 334
Selecting foreign country market intermediaries 335
Building relationships in foreign market channels 342
Trends in retailing in international markets 346
The management of the physical distribution of goods 354
Case study: Merry Management Training 367
11 Pricing for international markets 369
Domestic vs international pricing 370
The factors affecting international pricing decisions 370
Developing pricing strategies 380
Problems of pricing and financing international transactions 383
Problems in multi national pricing 383
Problems in managing foreign currency transactions 390
Problems in minimising the risk of non payment in high risk countries 39i
Administrative problems resulting from the cross border transfer
of goods 396
Case study: Beta Automotive 400
12 International marketing implementation through
enabling technologies 403
The enabling technologies 404
The Internet and Web sites 408
E markets and e marketing 411
International marketing solution integration 416
The impact on international marketing strategy 420
Moving to a customer led strategy 426
Case study: Travel distribution 430
IntegratlVe learning activity International marketing planning:
implementation, control and evaluation ¦»:
Index 439
X
List of figures, tables, illu
Figures
1.1 The environmental influences on international
marketing 7
1.2 Regional breakdown of global population 10
1.3 Working time required to buy a Big Mac
(in minutes) 15
1.4 Country associated risks 19
1.5 Some typical stakeholders of multi national
enterprises 24
2.1 Regional composition of world GDP and
population 36
2.2 Tariff and non tariff barriers 43
2.3 Regional trading areas 52
3.1 A cultural framework 68
32 Cultural influences on buyer behaviour 74
3 3 Model of consumer behaviour in international
markets 78
3.4 The contextual continuum of differing cultures 82
35 Power distance/individualism dimensions across
cultures 83
36 Interrelationship between context and
diffusion 85
3.7 Linear model of the negotiation process 88
4.1 Product/market combinations and the scope for
competitive advantage on market entry 103
4.2 The four risk matrix 106
4.3 Business portfolio matrix 109
4.4 Market profile analysis 114
4.5 The international marketing research process 119
5.1 The difference between exporting and
international niche marketing 148
5.2 The multilateral aspects of the
internationalisation process 151
53 Geographic development of SMEs 152
5.4 Growth for niche marketers 153
5.5 McKinsey 7S framework 158
5.6 Ansoff growth matrix 160
5.7 Factors affecting SME internationalisation 161
5.8 Product structure 166
5.9 Geographic structure 166
5.10 Levels of internationalisation 168
5.11 Characteristics of successful international
business to business marketers 169
6.1 The international competitive posture matrix 188
6.2 Alternative worldwide strategies 189
strations and dilemmas
6.3 Globalisation push and pull factors 191
6.4 The conceptual framework of a firm 204
6.5 Functions of different management levels 205
6.6 Development of strategy 206
6.7 International planning problems 211
7.1 Market entry methods and the levels of
involvement in international markets 218
7.2 Risk and control in market entry 220
7.3 The components of the export marketing mix 224
7.4 Initiation and development of export product
portfolios 226
8.1 The three elements of the product or service 253
8.2 The international product life cycle 264
83 The portfolio approach to strategic analysis
(BCG matrix) 266
8.4 The brand value equation 271
8.5 The world's most valuable brands 2002 272
8.6 Brand valuation 272
8.7 International branding model 273
8.8 New product categories 277
8.9 The arguments for and against centralisation of
R D 280
91 External, internal and interactive marketing 295
9.2 The dimensions of external marketing
communications 296
93 Push and pull strategies 304
9.4 Internal and external international
communications programmes 307
9.5 The top 15 advertising spenders in 2001 311
96 The dimensions of transaction and relationship
marketing 322
97 Transactional marketing based on customer
service 322
98 Relationship marketing based on customer
satisfaction 323
99 The transaction relationship marketing
continuum 323
910 Traditional relationship 324
911 Partnership linkages 324
912 Focusing on the six markets 325
10.1 Distribution channels for business goods 337
10.2 Distribution channels for consumer goods 337
103 The typical distribution system in Japan 338
10.4 Global retailer categories 351
10.5 The export order and physical distribution
process 363
11.1 Three types of grey market 386
11.2 A framework for selecting a coordination
method 388
11.3 The export order process 398
12.1 The vicious circle of technology and competitive
advantage 405
Tables
1.1 The world's ten mega cities in 2015 11
1.2 Gross National Income per capita (GNIpc) across
the world (weighted for purchasing power parity
(PPP)) 14
2.1 Percentage of the total of world exports in
merchandise, 2003 37
2.2 Forecasts in per cent changes in consumer prices
and real GDP/GNP 2004 37
2.3 Forecasted balance of payments current accounts,
2004 38
2.4 The heavy burden of debt 46
2.5 Main types of trade associations 50
31 Cultural values and their relevance to consumer
behaviour 70
32 Major 'Haraam' subjects in Islam 71
3 3 The main silent languages in overseas
business 73
34 Differences in buyer seller relationships
styles 90
4.1 The 12C framework for analysing international
markets 113
4.2 Online databases 115
4.3 A comparative evaluation of survey methods for
use in international marketing research 181
6.1 The top 15 transnational companies by foreign
assets 2000 180
6.2 Top 15 companies: Index of transnationality
2000 181
6.3 Top 12 companies from developing economies:
Index of transnationality 2000 181
7.1 Top ten global beer brands 1999 234
7.2 Who provides what in East West partnerships 240
10.1 Retailers typical differences between developing
and developed countries 347
10.2 Top ten global food retailers by sales (USjSbn) 350
11.1 The effect of additional export sales on
contribution 374
11.2 Escalation of costs through exporting 376
Illustrations
1.1 India spices things up! 8
1.2 When is a Parma ham not a Parma ham? 11
1.3 Cadbury's in political faux pas 20
1.4 Indian brands emerge from the shadows 21
1.5 The beautification of the ageing baby boomers 27
1.6 FISHERMAN'S FRIEND 29
List of figures, tables, illustrations and dilemmas
2.1 China: Opportunity or threat? 40
2.2 Protectionists end up the losers 44
2.3 Skoda has the last laugh 55
2.4 ABB's Central European strategy 56
2.5 When is a catfish not a catfish? 57
31 Cadbury's: Lady Purple or Aunty Violet? 69
3 2 Written language: but what does it mean? 72
3 3 Localising Web sites 73
3 4 Heineken beats Carlsberg through the
backdoor 76
3 5 The use of humour in international meetings 86
3.6 How the ethical consumer makes decisions 91
4.1 Kodak's use of consumer research to assess
global market potential 105
4.2 Goodyear global segmentation research 111
4.3 Statistics in Siberia 118
4.4 Use of multi client studies 121
4.5 The use of qualitative research to overhaul global
brand image 125
5.1 SMP 145
5.2 Beatson Clark: Defining a niche in a commodity
market 147
53 Encouraging SMEs to export in the
Philippines 147
5.4 Outsourcing the Western and Asian ways 157
5.5 Azim Premji from cooking oil to IT
billionaire 171
5.6 Fast growth from global adaptation 173
6.1 Nokia: Zero to hypergrowth to maturity in ten
years 182
6.2 Gillette planning a close shave 187
6.3 ABB: a new model of global entrepreneurialism
good while it lasted? 192
6.4 Floundering Ford 197
6.5 Merging for global focus 200
6.6 Kodak in China: Smile please 203
6.7 Conflicting Asian Western business practices 208
7.1 Asian first movers 219
7.2 The future of Sogo shosha 223
7.3 High flying Brazilian exporter 225
7.4 Chinese brands building on technology 237
7.5 A tastier cru? 239
7.6 When joint ventures go wrong 242
7.7 Renault Nissan: Married or just living
together? 244
8.1 Flying with frills or no frills 252
8.2 Cable Wireless what a difference two years
make 255
8.3 Tiger Balm: Relieving the pains of warlords and
sports stars 265
8.4 Portfolio management Unilever, Nestle and Heinz
style 267
8.5 Our best selling car is made here 269
8.6 Counterfeiting in China 275
8.7 Managing new product innovation 281
xii
List of figures, tables, illustrations and dilemmas
8.8 Whirlpool and the world cooker 282
9.1 Corporate identity and the Olympic Games 297
9.2 Negativity in advertising 299
93 Pepsi promoting to tribes 303
9.4 The power of television 312
95 Direct marketing in Latin America 316
9 6 Coca Cola's global multi local strategy 317
9.7 Charity begins in the neighbourhood 320
9 8 Media partnering to educate Africa about
AIDS 322
10.1 Changing the Japanese distribution system 339
10.2 Jakarta eases distribution restrictions 340
10.3 Kodak's distribution strategy in China 344
10.4 Comparative retailing traditions 348
10.5 Tesco goes for global growth 351
10.6 Internet helps Western countries penetrate
Japan 354
10.7 Nightmare logistics in Cameroon 360
11.1 Consumer credit fuels consumer purchases 379
11.2 Competing in Europe against the euro 384
11.3 Grey clouds cause black anger 387
11.4 Dealing with stormy currencies 391
11.5 Counter trade deals for GEC 395
11.6 Ikea competes on its supply route 395
12.1 Growth based on shaky foundations 406
12.2 Soft in Ghana 407
12.3 Firestone shoulders the blame 410
12.4 The growth of eBay 414
12.5 The B2B marketplace for steel 415
12.6 Dell online 418
Dilemmas
1.1 Ethical dilemma 12
1.2 The nude economy 22
2.1 The dilemma of the long supply chain 61
31 Skoda 77
32 Mittelstand vs US executives 80
4.1 Dutch flowers to the US 104
4.2 Optcan assess Saudi Arabia 107
4.3 How to research the Canadian market 116
5.1 Building a sustainable international business
model 163
5.2 Government support for SMEs 165
6.1 How do component makers add value? 185
6.2 Shiseido transforming from toiletries to
cosmetics 199
7.1 Beer global marketing or local heritage? 233
7.2 The politics of car making in Asia 236
8.1 The football stitching game 260
8.2 Trying to ensure that diamonds are forever 262
9.1 SRC in advertising decisions 308
92 Xbox: Agency centralisation or
decentralisation 314
10.1 Local distributors vs the global operators 346
10.2 Cisco Systems 355
11.1 The cost of servicing global customers 378
11.2 Can we avoid the currency risk without losing
our customers? 391
12.1 Will e commerce exclude or enhance businesses
from emerging economies? 421
12.2 Should international marketing be led by the
tweenagers? 428 |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| index_date | 2024-07-02T14:41:49Z |
| indexdate | 2024-07-09T20:39:10Z |
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| spellingShingle | Doole, Isobel 1954- Lowe, Robin 1945- International marketing strategy analysis, development and implementation Internationales Marketing (DE-588)4125431-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4120697-6 (DE-588)4123623-3 (DE-588)4522595-3 |
| title | International marketing strategy analysis, development and implementation |
| title_auth | International marketing strategy analysis, development and implementation |
| title_exact_search | International marketing strategy analysis, development and implementation |
| title_exact_search_txtP | International marketing strategy analysis, development and implementation |
| title_full | International marketing strategy analysis, development and implementation Isobel Doole and Robin Lowe |
| title_fullStr | International marketing strategy analysis, development and implementation Isobel Doole and Robin Lowe |
| title_full_unstemmed | International marketing strategy analysis, development and implementation Isobel Doole and Robin Lowe |
| title_short | International marketing strategy |
| title_sort | international marketing strategy analysis development and implementation |
| title_sub | analysis, development and implementation |
| topic | Internationales Marketing (DE-588)4125431-4 gnd Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Internationales Marketing Marketingstrategie Lehrbuch Fallstudiensammlung |
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