International marketing strategy : analysis, development and implementation
著者
書誌事項
International marketing strategy : analysis, development and implementation
International Thomson Business, 1999
2nd ed
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注記
Previous ed.: published as by Chris Phillips, Isobel Doole and Robin Lowe. London: Routledge, 1994
Includes bibliographical references and index
内容説明・目次
内容説明
This text looks at context, techniques and strategies involved in successful international marketing. With short case illustrations, case studies, summaries and discussion questions, this book is aimed particularly at students. It sets out to provide a good balance of the theory and implementation behind international marketing, and adopts a user-friendly approach to the issues tackled. Through its treatment of global case studies from Europe, Australia, the Pacific Rim and the USA, it seeks to present an international vision of marketing strategy. The book includes such topics as: global information systems; the global manager; international niche marketing; international developments in retailing; electronic business and relationship marketing; and new international case studies to illustrate the key points.
目次
An introduction to international marketingThe strategic importance of international marketingThe international marketing environmentDifferences between international and domestic marketingInternational marketing strategiesChapter 2. The international trading environmentWorld trading patternsReasons countries tradeBarriers to world tradeThe development of world institutions to foster international tradeThe development of world trading groupsThe European UnionThe Free Trade Area of the Americas (FTAA)Chapter 3. Social and cultural consideration in international marketingSocial and cultural factorsWhat is culture?Culture and consumer behaviourCross cultural analysisSocial and cultural influences in business to business marketingChapter 4. International marketing research and opportunity analysisThe role of marketing research and opportunity analysisThe role of international marketing researchOpportunity identification and analysisInternational marketing segmentationThe international marketing information systemPrimary research in international marketsSpecial focus: Overcoming barriers to entry in ChinaPart I CasesCar security systems in PakistanDerwent Valley FoodsAmway expands into ChinaPart II: Development IntroductionChapter 5. International marketing planning and organisationThe planning processThe structure of the international marketing planOrganisational structures for international marketingTransnational organisationsChapter 6. International niche marketing strategies for small and medium sized firms (SMEs)The SME sector and its role within the global economyThe nature of international marketing in SMEsInternational fast growthThe future of SME internationalisationChapter 7. GlobalisationAlternative views of globalisationAlternative strategic responsesImplementation issues in building a global presenceGlobal appeal and the changing basis of competitive advantageService globalisationChapter 8. Market entry strategiesIndirect exportingDomestic purchasingDirect exportingForeign manufacturing strategies without direct investmentForeign manufacturing strategies with direct investmentSpecial focus: Jollibee, Japan, Johannesburger and FriesPart II: CasesTZ PipesHarley DavidsonElectronics and the automobile industryPart III: Approaches to ImplementationIntroductionChapter 9. International product managementProducts, services and service marketingThe components of the international product offerFactors affecting international product managementProduct policyManaging products across bordersImage, branding and positioningNew product developmentChapter 10.
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