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Author : Marilyn A. Stone
Publisher : Psychology Press
Page : 286 pages
File Size : 24,35 MB
Release : 2004
Category : Business & Economics
ISBN : 041531416X
This comprehensive text provides an in-depth appreciation of the theory and practice of international marketing from a European perspective, while considering the role of Europe within global marketing.
Author : Douglas West
Publisher : Oxford University Press, USA
Page : 613 pages
File Size : 20,37 MB
Release : 2010-03-25
Category : Business & Economics
ISBN : 0199556601
This text discusses how companies create competitive advantage through strategic marketing. Using established frameworks and concepts, it examines aspects of marketing strategy and thinking. It provides examples to facilitate the understanding of theoretical concepts.
Author : Heikki Juslin
Publisher :
Page : 616 pages
File Size : 20,32 MB
Release : 2002
Category : Business & Economics
ISBN :
Author : T C Melewar
Publisher : Bloomsbury Publishing
Page : 336 pages
File Size : 45,45 MB
Release : 2017-09-16
Category : Business & Economics
ISBN : 0230356648
Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.
Author : J.B. McCall
Publisher : Routledge
Page : 286 pages
File Size : 37,24 MB
Release : 2004-07-31
Category : Business & Economics
ISBN : 1134494092
As Europe moves towards becoming a truly single European market, its contribution to global marketing grows. This topical text expands upon existing international marketing theory and synthesizes it with colourful examples of relevant international marketing practice. Topics covered include: marketing information systems marketing research product development pricing issues international promotion distribution channels. With a strong theoretical framework, this informative text draws out the key issues within the developing European Union and the role it plays in marketing around the globe. Its excellent pedagogy (including case studies, summaries, text boxes and a website to run alongside), helps make it a valuable resource for academics and professionals alike. Visit the Companion website at www.routledge.com/textbooks/0415314178
Author : Bodo B. Schlegelmilch
Publisher : Springer Nature
Page : 440 pages
File Size : 36,77 MB
Release : 2022-02-16
Category : Business & Economics
ISBN : 3030906655
This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, and examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures and managing the relationship between national subsidiaries, regional headquarters, and global headquarters, as well as corporate social responsibility challenges and pertinent future trends that are likely to affect global business. A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions
Author : Isobel Doole
Publisher :
Page : 462 pages
File Size : 34,98 MB
Release : 2008
Category : Export marketing
ISBN : 9781282584211
Author : Hans G. Meissner
Publisher : Springer Science & Business Media
Page : 188 pages
File Size : 46,3 MB
Release : 2012-12-06
Category : Business & Economics
ISBN : 3642754775
International marketing strategies are an essential part of the growing process of internationalization of markets and companies. This process creates a new pattern of risks and chances for companies and requires a long-term and systematic approach to world markets. At the same time, the rise of buyers' markets and market saturation in important market segments in most industrial countries is creating an increasingly marketing orientation in many companies. This book presents the concepts and implementation strategies needed to pursue international marketing. The perspectives and possibilities as well as the instruments of strategic international marketing are displayed against an empirical background drawn from the experience both of German companies and of internationally operating companies in other countries, especially the EC, the USA and Japan.
Author : Isobel Doole
Publisher : Cengage Learning
Page : 374 pages
File Size : 38,7 MB
Release : 2005
Category : Business & Economics
ISBN :
This groundbreaking text analyses the decisions within the overall planning process of strategy development within a global context. The text identifies the issues faced at each stage of the strategic process and focuses on how more effective decisions can be made with the marketing environment.Strategic Marketing Decisions in global markets meets the needs of marketing students and practitioners in an up-to-date and innovative manner. It recognises the increasing time pressures of both students and managers and so strives to maintain the readability and clarity through a straightforward and logical structure that will enable them to apply their learning to the tasks ahead.
Author : Ilan Alon
Publisher : Bloomsbury Publishing USA
Page : 350 pages
File Size : 19,37 MB
Release : 2003-03-30
Category : Business & Economics
ISBN : 0313053731
As China's markets evolve, marketing strategy must adapt to meet changing circumstances. Alon and his contributors provide a comprehensive look at how economic transition affects marketings strategies across a wide range of industries, including telecommunications, the auto industry, the hospitality industry, the airline industry, textiles, cosmetics, and wine. In addition, they discuss the changing situation of joint ventures, collective enterprises, and state-owned businesses. Bringing divergent perspectives to bear from Hong Kong, the United States, the United Kingdom, Australia, New Zealand, and China itself, the marketers and scholars who contributed to this volume have integrated research relating to economic transition with strategic considerations for more effective and competitive marketing plans. In addition to the industry-specific information, this volume includes chapters on entry barriers, e-commerce, market research, branding, and promotion.