Fler böcker inom

Småföretag & enskilda firmor

Format: Häftad (Paperback)
Språk: Engelska
Antal sidor: 192
Utgivningsdatum: 1998-01-01
Upplaga: 2
Förlag: Financial Times/ Prentice Hall
Illustratör/Fotograf: illustrations
Illustrationer: illustrations
Dimensioner: 235 x 156 x 12 mm
Antal komponenter: 1
Komponenter: 49:B&W 6.14 x 9.21 in or 234 x 156 mm (Royal 8vo) Perfect Bound on White w/Gloss Lam
ISBN: 9780137486410

The primary role of marketing managemernt, in any firm, is to evaluate the firm's competitiveness, then to design and execute effective marketing programmes. This book's practical approach helps the reader to analyse, select and evaluate appropriate conceptional frameworks for management decisions in the context of the international marketing process.

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Preface.

PART I: THE DECISION WHETHER TO INTERNATIONALIZE.

1. International Marketing in the Firm - SMEs versus LSEs.
2. Initiation of Internationalization.
3. Export Behaviour Theories.
4. Development of the Firm's International Competitiveness.

PART II: DECIDING WHICH MARKETS TO ENTER.

5. The International Market Selection (IMS) Process.
6. The International Environment.

PART III: DECIDING HOW TO ENTER FOREIGN MARKETS (MARKET ENTRY STRATEGIES).

7. Some Approaches to the Choice of Entry Modes.
8. Export Mode.
9. Intermediate Entry Modes (Contractual Entry Modes).
10. Hierarchical Modes.
11. International Sourcing Decisions and the Role of the Subsupplier.

PART IV: DESIGNING THE INTERNATIONAL MARKETING PROGRAMME PRODUCT DECISIONS.

12. Pricing Decisions in Terms of Doing Business.
13. Distribution Decisions.
14. Communication Decisions (Promotion Strategies).

PART V: IMPLEMENTING AND CO-ORDINATING THE INTERNATIONAL MARKETING PROGRAMME.

15. International Sales Negotiations.
16. Organization and Control of the International Marketing Programme.

Appendix.
Glossary.