International marketing : strategy planning, market entry & implementation

著者

• Bennett, Roger
• Blythe, Jim

書誌事項

International marketing : strategy planning, market entry & implementation

Roger Bennett & Jim Blythe

Kogan Page, 2002

3rd ed

注記

Previous ed.: 1998

Includes bibliographical references (p. [352]-354) and index

内容説明・目次

内容説明

This manual on international marketing is designed for students of the subject, as well as practitioners wanting to maximize their impact abroad. Seeking to take a straightforward approach, the volume explores the current issues in international marketing, including the tactical, operational and strategic issues at play in global marketing. This third edition is revised and features case studies and teaching materials. It is accompanied with a free CD-ROM. Section One explores the trading environment, covering international trade, regional analysis techniques and territories including the North Atlantic, Pacific Rim and the Third World. The second section examines organizing for international markets, covering market research, market screening techniques, entering international markets, export methods, global products, global pricing, international advertising, and more.

目次

• Part I The Global Approach to Marketing
• Chapter 1 The nature of international marketing Introduction to international marketing Reasons for marketing abroad Exporting Notes
• Chapter 2 Strategic considerations in international marketing Strategy Competitive advantage Investment in products and markets International marketing planning Control and coordination The environments of international marketing The economic and political environment The cultural environment Legal aspects of international marketing Organization of MNCs Selecting the best structure
• Part II The Trading Environment
• Chapter 3 International trade The balance of payments Barriers to international trade The World Trade Organization Countertrade
• Chapter 4 Regional analysis techniques Regional analysis of world markets Regional economic groupings
• Chapter 5 North Atlantic countries The Americas Europe
• Chapter 6 China, the Pacific Rim, Japan and Oceania China The Pacific Rim Japan Oceania
• Chapter 7 Third World countries Marketing in the Third world Selling to the Third World Why sell to the Third World? Latin America The Indian subcontinent Africa Important African countries the Middle East Doing business in the Arab Middle East
• Important Middle Eastern countries
• Part III Organizing for International Markets
• Chapter 8 International marketing research The function of marketing research Information needs The marketing information system The research programme Marketing research in the Third World Organizing research
• Chapter 9 Market screening techniques Choosing markets Identifying appropriate markets Market segmentation
• Chapter 10 Entering international markets The decision-taking process Agents and distributors Licensing and franchising Brands and subsidiaries International marketing through the Internet Foreign manufacturing Joint ventures Human resource aspects The process of internationalization The global company
• Chapter 11 Export methods and procedures Deciding to export Transport Documenting a consignment Cargo insurance Customs declarations Credit insurance Finance of foreign trade Factoring and forfeiting
• Appendix - the export plan
• Chapter 12 International and global products The nature of international product policy Product positioning Time-based competition Standardization versus modification of products New product development for international markets Packaging Customer care Trade marks and branding Counterfeiting
• Appendix - international product lifecycles
• Chapter 13 International and global pricing approaches Factors influencing pricing International pricing approaches The research task INCOTERMS Foreign exchange considerations Price discrimination and parallel exporting Predatory pricing Dumping Transfer pricing
• Chapter 14 International advertising The nature of international advertising Standardization versus customization of promotional messages The international advertising agency Regulation of advertising International media planning The advertising budget
• Chapter

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA59736015
• ISBN:
  • 0749438088
• LCCN: 2000214361
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: London
• ページ数/冊数: v, 362 p.
• 大きさ: 25 cm
• 分類:
  • DC21 : 658.848
• 件名:
  • LCSH : Export marketing