International Marketing

• Κύριοι συγγραφείς: Backhaus, Klaus (Συγγραφέας), Büschken, Joachim (Συγγραφέας), Voeth, Markus (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: London : Macmillan Education UK : Imprint: Palgrave, 2005.
• Θέματα: International economics.; Economics.; International Economics.

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 examp...

Πίνακας περιεχομένων:

• 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.