The International marketing digest
著者
書誌事項
The International marketing digest
（The Marketing series）
Heinemann Professional Pub., 1990
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注記
Includes index
内容説明・目次
内容説明
Part of a series, this digest comprises papers selected from the journal "International Marketing Review", which explores and develops various themes in international marketing. Topics covered include past developments in international marketing and future trends, an approach to global strategy formulation, the issue of international market segmentation, product management, advertising, and pricing in international training, negotiation, technology transfer, retailing, overseas investment planning, the role of the marketing director and a debate on key market focus versus market spreading.
目次
- Part 1 International environmental and planning issues: the evolution of international marketing, Vern Terpstra
- the changing environment of international marketing, Vern Terpstra
- global strategy - achieving the geocentric ideal, Kenneth Simmonds
- international marketing planning - a standard process, F. Kelly Shuptrine and Brian Toyne
- international marketing planning - the gap between theory and practice, Malcolm H.B. McDonald
- fragmentation between home office and overseas management, Wayne J. Smeltz and Belmont F. Haydel. Part 2 International segmentation issues: a strategic approach to international segmentation, Sudhir H. Kale and D. Sudhershan
- segmenting the global market for industrial goods - issues and implications, Ellen Day et al. Part 3 International marketing mix issues: the impact of customer service in international markets, Norman E. Marr
- managing international customer service, Martin Christopher et al
- physical distribution management in international marketing, James R. Stock and Douglas M. Lambert
- on marketing appropriate products in developing countries, Vern Terpstra
- multinational product planning - a meta-market analysis, Richard R. Still and John S. Hill
- product-development processes in the multinational firm, Ikka K. Ronkainen
- the challenges to advertising in developed economies, Gerry Draper
- advertising regulation, self-regulation, and self-discipline around the world - some facts, trends and observations, J. J. Boddewyn
- international pricing policies and practices of industrial product manufacturers, James C. Baker and John K. Ryans Jr. Part 4 Other international issues: training across national bound aries, Simon Majaro
- international business negotiations - a strategic planning model, Farouk I. Heiba
- guidelines for international business negotiations, Pervez N. Ghauri
- the international marketing of technology - an interaction perspective, Lawrence S. Welch
- coming to terms with global retailing, Madhav Kacker
- the role of marketing director in overseas investment planning, Dennis Brewster
- export strategy - key markets versus market spreading, Nigel Piercy
- strategic market planning - the Japanese approach, Warren J. Keegan.
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