International marketing : a global perspective
著者
書誌事項
International marketing : a global perspective
International Thomson Business Press, 1999
2nd ed
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注記
First ed. published: Addison-Wesley, 1991
Includes bibliographical references and index
内容説明・目次
内容説明
In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. This book starts from the premise that any firm, regardless of size, can compete globally. The challenge for today's manager is to identify and seize the opportunities most appropriate to their company. The text examines the main issues facing companies that want to compete successfully in the global marketplace. It combines coverage of the relevant theories with a practical approach to the issues. The book is divided into several sections covering: assessing a potential market economically, culturally and politically; identifying cultural similarities and differences; deciding which products to market internationally and how to price and promote them; motivating marketing managers to compete globally; building and implementing successful marketing strategies - from making strategic decisions and choosing market positions and entry methods to developing a marketing plan.
目次
- Part 1: International marketing - motivation and process
- the challenge of globalization
- International Marketing - the Key to Success Part Two: Potential Market Assessment 3.: The Economic Environment 4.: Political and Legal Environment 5.: The Cultural Environment 6.: International Marketing Intelligence 7.: Determination of Attractive Markets 8.: The Firms Competitive Position Part Three: Basic Strategic Decisions 9.: The Global Strategic Position 10.: Management Systems for International Marketing 11.: The Market-Entry Strategy Part Four: Building and Sustaining the Global Position 12.: International Product Management:Product Policy Decisions 13.: International Product Management: Product Management Processes 14.: International Distribution Management 15.: International Sales Management 16.: International Marketing Logistics 17.: Pricing Decisions18.: International Market Communication 19.:The International Marketing Plan
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