International marketing strategy : contemporary readings
著者
書誌事項
International marketing strategy : contemporary readings
International Thomson Business Press, 1997
- : pbk
大学図書館所蔵 全32件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes index
内容説明・目次
内容説明
This reader collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management. It explores in more depth the essential elements of marketing in the international context, illustrating developments in the area with detailed examples of particular strategies and techniques; it covers such topics as strategic alliances, entrepreneurship, advertising, branding, culture and multinational portfolios. The editors provide an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework.
目次
PART I: ANALYSIS.
1. Halliburton, C.W.M Reconciling Global Marketing and one to one marketing - a global individualism response?
2. Day,k., and Herbig, P., Outgrowth of ASSEAN, a Common Market of the Pacific.
3. Wills, J., Samali,A., & Jacobs,L., Developing Global Products and Marketing Strategies.
4. Amine, Lyn., S Linking Consumer Behavior Construct to International Marketing strategy.
5. Harrell, G.D., & Keifer, R.O., Multinational Market Portfolios in Global Strategy Development. 6. Doole, I., Hall,J., & Shaw,M,. Wine Marketing: Cultural Segmentation.
7. Lasserre, P., Gathering and Interpreting Strategic Intelligence in Asia Pacific.
PART II: STRATEGY DEVELOPMENT.
8. Yip, G,. Towards a New Global Strategy.
9. Mathe, H,. & Perras, C,. Successful Global Strategies for Service Companies.
10. Lowe, R, & Doole, I,. The Characteristics and Development of Exporting Firms at Different Stages of Internationalism.
11. Katsikeas C.S,. & Leonidou, L.C,. Export Market Expansion Strategy: Differences Between Market Concentration and Market Spreading.
12. Bronder, C,. and Pritzl, R,. Developing Strategic Alliances: A Conceptual Framework for Successful Cooperation.
13. de Chernatony, L., Halliburtin, C,. & Bermath, R,. International Branding: Demand - or Supply - Driven Opportunity.
14. Cooper, R.G,. New Products: The Factors that Drive Success.
PART III: IMPLEMENTATION.
15. Aggarwal, M,. Review of 40 year Debate in International Advertising Practitioner and Academician Perspectives to the Standardization/Adaption Issues.
16. K,. & Frazier, G.L., A Typology of Distribution Channel Systems A Contextual Approach.
17. Assmus, G., and Wieses,C,. How to Address the Gray Market threat Using Price Coordination.
18. Ghoshal, S,. and Barlett,C,. Building the Entrepreneurial Organization.
19. Lowe, R,. Ethics and the Challenges for International Marketing Managers.
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