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International Marketing (RLE International Business) : a Strategic Approach to World Markets.
Re-issuing this successful book in its seventh edition the author starts with an overview of basic marketing concepts and their applicability on an international basis. It then covers each ingredient of the marketing mix and explores them in relation to multinational markets. Each ingredient is stud...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| 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 A Strategic Approach to World Markets; Copyright; International Marketing A Strategic Approach to World Markets; Copyright; Preface; Preface to Revised Edition; Contents; Chapter 1 The Path Towards Internationalisation; Chapter 2 The Organisation of the International Firm-A Conceptual Framework; Background Concepts; Organisational Options in International Business; Chapter 3 Marketing Ecology in International Business; The Special Flavour of Marketing; The Marketing Mix Re-visited; Ecology in Nature; Marketing Ecology; Summary.
- Chapter 4 Market Segmentation on a Global ScaleThe Meaning of Market Segmentation; Alternative Bases for Segmenting Markets; Conditions for Successful Segmentation; Applying Market Segmentation to World Markets; Chapter 5 Researching International Markets; The Marketing Research Process; The International Dimension of Marketing Research; Planning an International Marketing Research Project- a Checklist; Sources of Information; Chapter 6 Product Policies for World Markets; The Product Life Cycle in International Marketing; Standardisation or Differentiation.
- Major Considerations Determining International Product PolicyProduct Strategies for International Markets; Chapter 7 Pricing in World Markets; Pricing-International Considerations; Pricing Objectives; The Mechanics of Pricing Decisions in International Marketing; Restrictive Trade Practices; Chapter 8 Distribution Decisions in International Marketing; Channels of Distribution in World Markets; Physical Distribution for the International Manufacturer; Chapter 9 Communication Strategies in World Markets; The Role of Communication in Marketing; The Communication Process.
- International ConsiderationsChapter 10 Marketing Planning on an International Scale; The 'Root' and 'Branch' Concept in Planning; Planning as an 'Iterative' Process; Conditions for Successful International Planning; The Planning Process in International Business; Organisational Aspects of International Marketing Planning; Chapter 11 The Application of the 'Business Portfolio' Concept to International Marketing Decisions; The 'Boston Effect'; The Application of the 'Portfolio' Concept to Managerial Decisions; 'Business Portfolio' in Corporate Planning.
- Developing a Sales Aid for a Transport CompanyBranch Selection in a Bank; International Marketing and the 'Business Portfolio'; Chapter 12 Organising for International Marketing; What a Marketing Organisation Must Cater for; Organisational Options; Main Considerations; Chapter 13 Creativity and Innovation in International Marketing; Creativity and Innovation; Conditions for Successful Innovation in International Marketing; Techniques for Generating Ideas; Introductory Note to the Cases and their Use; Case 1 Alimentation Générale S.A.; Case 2 Scales Industries INC.; Case 3 Decrolux Limited.