International marketing strategy : contemporary readings
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Bibliographic Information
International marketing strategy : contemporary readings
International Thomson Business Press, 1997
- : pbk
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Includes index
Description and Table of Contents
Description
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.
Table of Contents
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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