International Marketing

Häftad, Engelska, 2004

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Beskrivning

International Marketing is an adaptation of a best-selling German text, which considers the global marketing arena from a new and original perspective. It focuses upon international marketing primarily as the coordination of a company's different national marketing programmes. How can for example an exchange of marketing knowledge across borders add value to a company's position in other markets? What impact does the exchange of goods and information across borders by customers have? What effect can 'going international' have on an international cost position? How can lead markets act as a guide to future developments in other countries? International Marketing takes a comprehensive look at all the underlying concepts, using a wealth of truly European examples and substantial case studies.

Produktinformation

Utgivningsdatum:2004-10-29
Mått:156 x 234 x 26 mm
Vikt:676 g
Format:Häftad
Språk:Engelska
Antal sidor:480
Förlag:Bloomsbury Publishing PLC
ISBN:9780333963883

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Mer om författaren

KLAUS BACKHAUS is Director of the Institut für Anlagen und Systemtechnologien at the Marketing Centrum Münster which is part of the Westfälische Wilhelms-Universität Münster in Germany. JOACHIM BUSCHKEN lectures in marketing at the Katholische Universität Eichstätt Ingolstadt. MARKUS VOETH lectures at the Institut für Betriebswirtschaftslehre at the University of Hohenheim in Germany.

Recensioner i media

'...useful for students of the complexities of international and global marketing.' - Long Range Planning

Innehållsförteckning

A: THE MEANING AND SUBJECT AREA OF INTERNATIONAL MARKETINGInternationalisation Tendencies in BusinessInternational Marketing as a Co-ordinative TaskThe Classic Understanding of International MarketingCharacteristics of International MarketingCoordination in the Context of International Marketing OperationsInterdependencies Between Country MarketsInterdependence and CoordinationCultural Distance and the Need for CoordinationDefining and Delineating International MarketingCase Study, Fillkar Electric AGB: MARKETING ENTRY STRATEGIES IN INTERNATIONAL MARKETING: 'GOING INTERNATIONAL'The Market Selection DecisionEvaluating Country MarketsDeterminants of EvaluationInterdependence and Country Market EvaluationSelection of Country MarketsProcedure for Country Market SelectionSelection of Country Markets and Internationalization StrategyMarket Entry StrategiesTiming the EntryWaterfall StrategyShower StrategySelection of an Appropriate Organizational Structure for Foreign Business ActivityClassical Organizational Structures for the Internationalization of Marketing ActivitiesRecent Organizational Forms of Market InternationalizationThe Influence of Feedback on the Selection of Organizational FormThe Marketing InstrumentsProduct Policy DecisionsCore Areas of Product PolicyThe 'Optimal' Degree of Standarization During Market EntryPricingFactors Influencing the Extent of International Price DifferentiationThe Extent of International Price DifferentiationOptimization Approaches for International Pricing PolicyMethods of Price CoordinationCommunicationDistributionDecision-Making Interdependencies in 'Going International'The 'COTEL' CaseC: COORDINATION DECISIONS IN THE CONTEXT OF 'BEING INTERNATIONAL'Coordination Problems and Dynamics of Country MarketsChanges in Institutional (Environmental) ConditionsHomogenization of Institutional Environmental ConditionsHeterogenization of (Institutional) Environmental ConditionsChanges at the Level of Market PartnersDemand-Related ChangeSeller-Related ChangesChanges in Relative Competitive Position'Being International' A Problem MapCoordination in Converging MarketsThe Origin of Coordination Problems in Converging MarketsThe Extent of Coordination Problems in Converging MarketsThe Extent of Coordination at the Market LevelThe Need for Coordination at the Corporate LevelCoordination Strategies in Converging MarketsCoordination StrategiesStrategies for Reducing the Need for CoordinationCase Study 'PharmaCo'Coordination Problems in Diverging MarketsThe Original of Coordination ProblemsThe Extent of Coordination ProblemsCoordination Strategies in Fragmenting MarketsCase Study 'Petrolub AG'Literature Index.