The essence of international marketing
著者
書誌事項
The essence of international marketing
（The essence of management series）
Prentice Hall, c1994
- : pbk
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Designed for managers on short courses, for MBA and other students and for managers and aspiring managers, this book presents concise, analytical information on the key topics of international marketing. The book is based around the 9 Ps - people, process, power, product/service, pricing, publicity/promotion, place of sale/distribution, planning/control and precedents. A chapter is given to each. It leads the reader through a series of scenarios and questions so as to properly challenge managerial thinking. "The Essence of International Marketing" discusses not whether one should enter foreign markets, but when and on what terms. The necessity of international marketing is also discussed in the context of wanting to be globally competitive. Other areas covered include analysis of the main isssues, assessing the likelihood of change, implications that change will bring and how to respond to it. Each chapter ends with a checklist summarizing information provided and questions that need to be answered.
目次
- People - identifying wants and needs, negotiation, selling to them
- process - exporting, exporting with local technical pressure, internationalization beyond exporting, investment
- power - market power, is it transferable?
- product/service - bland products for a global market?
- pricing - bringing the product/service to the foreign markets, comparing channels of distribution, how the customer/intermediary perceives it, cost-effectiveness
- publicity/promotion - the importance of free advertising and publicity, forms of advertising and promotion, transferability, origination costs for foreign markets, media costs compared
- place of sale/distribution - moving goods from the factory to the foreign markets, comparing channels of distribution, how the customer/intermediary perceives it, cost-effectiveness
- planning and control - foreign markets can be planned and controlled, information inputs required, assessing and evaluating foreign market information, long-term horizon
- precedents.
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