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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 |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Taylor and Francis,
2013.
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| Colección: | Routledge Library Editions: International Business.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.
- 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.
- 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.
- 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.
- 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.