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International Marketing (RLE International Business) : Strategy and Management.
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm's strategic position: how it is orientated at present to take advantage of international marketing opportunitie...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2013.
|
| Colección: | Routledge Library Editions: International Business.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 020 | |a 9781135133870 |q (electronic bk.) | ||
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| 049 | |a UAMI | ||
| 100 | 1 | |a Gilligan, Colin. | |
| 245 | 1 | 0 | |a International Marketing (RLE International Business) : |b Strategy and Management. |
| 260 | |a Hoboken : |b Taylor and Francis, |c 2013. | ||
| 300 | |a 1 online resource (329 pages). | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 490 | 1 | |a Routledge Library Editions: International Business | |
| 505 | 0 | |a INTERNATIONAL MARKETING Strategy and Management; Copyright; INTERNATIONALMARKETINGSTRATEGY AND MANAGEMENT; Copyright; Contents; List of Tables; List of Figures; Acknowledgements; Preface; Introduction; 1. The Growth of International Business; The Nature of International Marketing; The Theory of Comparative Advantage; The International Product Life Cycle; The Role of the Multinational Corporations; Barriers to Trade; References; Appendix 1.1: Regional Agreements; Appendix 1.2: Forms of Market Agreement; Appendix 1.3: Current Market Agreements. | |
| 505 | 8 | |a Part One: The International Marketing Environment and Approaches to Opportunity Analysis2. The International Marketing Environment; The Economic Environment; The Microeconomic Environment; The Influence of the Economic Environment upon Marketing Strategies; The Cultural Environment; The Political Environment; The Legal Environment; Summary; References; Appendix 2.1: Politics and the Multinationals; Appendix 2.2: The Banana Market and the Effects of a Trade Embargo; Appendix 2.3: The Role of (Unsuccessful) Political Intervention in the Award of a Defence Contract. | |
| 505 | 8 | |a 3. International Marketing Research and Opportunity AnalysisIdentifying and Analysing Market Opportunity; The Scope of Opportunity Analysis; Assessing Opportunities and Threats; Opportunities within the Pacific Rim; Sources of Data; The Comparability of International Data; Planning and Implementing an International Research Programme; Organising the International Research Function; Summary; References; Appendix 3.1: British Exporters' Use of Market Research; Appendix 3.2: A Summary of the Services Offered by the British Overseas Trade Board. | |
| 505 | 8 | |a Part Two: Market Entry Decisions and Approaches to International Marketing Planning4. Market Entry Strategies; Entering Foreign Markets; Indirect Exporting; Direct Exporting; Selecting Markets and Distributors; Foreign Manufacturing Strategies; Market Entry and Marketing Strategy; International Market Segmentation; Summary; References; Appendix 4.1: The World Motor Industry: The Growth of Joint Ventures; 5. International Marketing Planning; The Nature and Purpose of Planning; The Evolution of Business Planning; International Marketing Planning; The Structure of the Marketing Plan. | |
| 505 | 8 | |a Short-term International Planning: the Specific IssuesLong-range International Planning: the Specific Issues; The Strategic Challenges for Multinational Corporations; Summary; References; Appendix 5.1: Japanese Marketing Strategies; Part Three: Developing, Implementing and Controlling the International Marketing Mix; 6. International Product Policies and Strategies; The Nature of International Product Policy; International Product Policy: Objectives and Strategies; Product Life Cycles in International Markets; Standardised, Differentiated and Global Products. | |
| 500 | |a The Move towards Global Strategies. | ||
| 520 | |a This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm's strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It: Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features. Examines the need to structure the whole business organisation in the right way and. | ||
| 588 | 0 | |a Print version record. | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Export marketing |v Case studies. | |
| 650 | 0 | |a Export marketing. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Exports & Imports. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x International |x Marketing. |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x Multilevel. |2 bisacsh | |
| 650 | 7 | |a Export marketing |2 fast | |
| 655 | 7 | |a Case studies |2 fast | |
| 700 | 1 | |a Hird, Martin. | |
| 758 | |i has work: |a International Marketing (RLE International Business) (Text) |1 https://id.oclc.org/worldcat/entity/E39PCXDDfPYQqxvhmhGc9xFGPj |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Gilligan, Colin. |t International Marketing (RLE International Business) : Strategy and Management. |d Hoboken : Taylor and Francis, ©2013 |z 9780415641135 |
| 830 | 0 | |a Routledge Library Editions: International Business. | |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1108538 |z Texto completo |
| 938 | |a 123Library |b 123L |n 106113 | ||
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| 938 | |a YBP Library Services |b YANK |n 9972122 | ||
| 994 | |a 92 |b IZTAP | ||