International marketing
Author(s)
Bibliographic Information
International marketing
Palgrave Macmillan, 2005
- : paper
Available at 14 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references (p. 421-433) and index
Description and Table of Contents
Description
International Marketing is an adaptation of a best-selling German text, which considers the global marketing arena from a new and original perspective. It focuses upon international marketing primarily as the coordination of a company's different national marketing programmes. How can for example an exchange of marketing knowledge across borders add value to a company's position in other markets? What impact does the exchange of goods and information across borders by customers have? What effect can 'going international' have on an international cost position? How can lead markets act as a guide to future developments in other countries? International Marketing takes a comprehensive look at all the underlying concepts, using a wealth of truly European examples and substantial case studies.
Table of Contents
A: THE MEANING AND SUBJECT AREA OF INTERNATIONAL MARKETING.- Internationalisation Tendencies in Business.- International Marketing as a Co-ordinative Task.- The Classic Understanding of International Marketing.- Characteristics of International Marketing.- Coordination in the Context of International Marketing Operations.- Interdependencies Between Country Markets.- Interdependence and Coordination.- Cultural Distance and the Need for Coordination.- Defining and Delineating International Marketing.- Case Study, Fillkar Electric AG.- B: MARKETING ENTRY STRATEGIES IN INTERNATIONAL MARKETING: 'GOING INTERNATIONAL'.- The Market Selection Decision.- Evaluating Country Markets.- Determinants of Evaluation.- Interdependence and Country Market Evaluation.- Selection of Country Markets.- Procedure for Country Market Selection.- Selection of Country Markets and Internationalization Strategy.- Market Entry Strategies.- Timing the Entry.- Waterfall Strategy.- Shower Strategy.- Selection of an Appropriate Organizational Structure for Foreign Business Activity.- Classical Organizational Structures for the Internationalization of Marketing Activities.- Recent Organizational Forms of Market Internationalization.- The Influence of Feedback on the Selection of Organizational Form.- The Marketing Instruments.- Product Policy Decisions.- Core Areas of Product Policy.- The 'Optimal' Degree of Standarization During Market Entry.- Pricing.- Factors Influencing the Extent of International Price Differentiation.- The Extent of International Price Differentiation.- Optimization Approaches for International Pricing Policy.- Methods of Price Coordination.- Communication.- Distribution.- Decision-Making Interdependencies in 'Going International'.- The 'COTEL' Case.- C: COORDINATION DECISIONS IN THE CONTEXT OF 'BEING INTERNATIONAL'.- Coordination Problems and Dynamics of Country Markets.- Changes in Institutional (Environmental) Conditions.- Homogenization of Institutional Environmental Conditions.- Heterogenization of (Institutional) Environmental Conditions.- Changes at the Level of Market Partners.- Demand-Related Change.- Seller-Related Changes.- Changes in Relative Competitive Position.- 'Being International' A Problem Map.- Coordination in Converging Markets.- The Origin of Coordination Problems in Converging Markets.- The Extent of Coordination Problems in Converging Markets.- The Extent of Coordination at the Market Level.- The Need for Coordination at the Corporate Level.- Coordination Strategies in Converging Markets.- Coordination Strategies.- Strategies for Reducing the Need for Coordination.- Case Study 'PharmaCo'.- Coordination Problems in Diverging Markets.- The Original of Coordination Problems.- The Extent of Coordination Problems.- Coordination Strategies in Fragmenting Markets.- Case Study 'Petrolub AG'.- Literature Index.
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