Mastering global markets: strategies for today's trade globalists
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Mason, Ohio
Thomson, Southwestern
2004
|
| Edition: | 2. print. |
| Subjects: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010535157&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | X, 370 S. |
| ISBN: | 0538726652 |
Staff View
MARC
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| 245 | 1 | 0 | |a Mastering global markets |b strategies for today's trade globalists |c Michael R. Czinkota ; Ilkka A. Ronkainen ; Bob Donath |
| 250 | |a 2. print. | ||
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| 300 | |a X, 370 S. | ||
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| 500 | |a Includes bibliographical references and index | ||
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Record in the Search Index
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|---|---|
| adam_text | CONTENTS
Preface vii
PART ONE—The International Marketing Environment 1
1 Why Go International? 2
It s no longer if, but when and how.
The Tangible Benefits of Going Global 2
Global Marketing Motivations 4
Growing Global Marketing Programs 6
Critical Choices: The Opportunities and
Challenges Ahead 8
Notes 12
2 Trade s Economic Environment 13
Assessing market potential starts with economic factors.
Using Foreign Market Data 13
Marketing to Emerging Trading Blocs 22
Futurities 28
Notes 32
3 Trade s Financial Mechanisms 33
Managing global marketing s financial environments and risks.
Credit Financing 33
Official Trade Finance 38
Managing International Financial Risks 49
Futurities 55
Notes 57
4 Marketing within Cultural Contexts 58
Understand your market s local concerns, special quirks,
and homegrown idiosyncrasies.
Building Cultural Knowledge 59
Cultural Analysis 61
Training Challenges 65
Futurities 67
Notes 71
5 Trade, Politics, and Law 73
On the international front, success is often a matter of
balanced interests.
Trade Institutions 74
Trade and the United States 77
Trade, Investment, and Politics 82
Legal Climates 92
Futurities 98
Notes 101
PART TWO—International Marketing Strategies 103
6 Exporting and International Market Entry 104
There are many ways to take an offering to the world.
Export Readiness 105
Growing Through Exporting Stages 109
Getting Help from Export Intermediaries 112
Licensing and Franchising 118
Futurities 124
Notes 125
7 Multinational and Global Marketing 126
How to deploy company operations worldwide.
The Global Imperative 127
Planning Global Strategy 131
Putting Global Strategy to Work 137
Investing Directly Abroad 142
International Marketing by Contract 151
Futurities 152
Notes 154
8 Taking Services Global 156
How to deliver a good service internationally
in an acceptable way.
Service Characteristics 157
Customer Perceptions 157
Growth Drivers 158
Services Global Trade Problems 160
Marketing Services Globally 162
Futurities 165
Notes 166
Part Three—managing global marketing 167
9 International Market Research 168
Where to go when you need to know.
Opportunity Analysis 168
Secondary Research Abroad 170
Primary Research Abroad 174
Creating an International Information System 182
Futurities 184
Appendix 185
Notes 190
10 Global Product and Brand Management 191
Products and brands must speak your
customers 1 language.
Balanced Global Product Development 192
Managing Global Portfolios 200
Adapting Existing Products 207
Futurities 219
Notes 220
11 Pricing in Global Markets 222
The international price that s right is a complex question.
Setting Export Prices and Terms 222
Pricing by Foreign Operations 233
Pricing Intracompany Transactions 237
Countertrade Options 243
Futurities 247
Notes 247
12 Global Distribution and Logistics 250
Getting goods to market calls for international teamwork.
International Distribution Channels 251
Managing Channel Relationships 267
Global Logistics 272
E Business and World Trade 285
Futurities 288
Notes 289
13 International Negotiation and Communication 290
How and where you promote says more than
meets the eye . . . or ear.
International Negotiating 291
International Marcom 295
Personal Selling to Export Markets 303
Managing Communications Globally 309
Futurities 325
Notes 325
14 Organizing for Global Marketing 327
Balancing your international enterprise.
Stages of Global Operations 328
Developing and Implementing the Global Plan 336
Control That Fits the Mission 345
Futurities 352
Notes 353
15 Twenty First Century Trade Globalists 355
International marketers are the vanguard of the
American empire of ideals.
The Optimists Path 356
The Pessimists Path 359
Empire: Pro and Con 360
The Marketing Vanguard 361
Notes 363
Index 364
About the Authors 370
|
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| dewey-ones | 658 - General management |
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| dewey-search | 658.8/4 |
| dewey-sort | 3658.8 14 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV017488076 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-20T11:19:54Z |
| institution | BVB |
| isbn | 0538726652 |
| language | English |
| lccn | 2003276075 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010535157 |
| oclc_num | 52948619 |
| open_access_boolean | |
| owner | DE-19 DE-BY-UBM |
| owner_facet | DE-19 DE-BY-UBM |
| physical | X, 370 S. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | Thomson, Southwestern |
| record_format | marc |
| spellingShingle | Czinkota, Michael R. 1951- Mastering global markets strategies for today's trade globalists Export marketing International trade Marketingmanagement (DE-588)4168907-0 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4125431-4 |
| title | Mastering global markets strategies for today's trade globalists |
| title_auth | Mastering global markets strategies for today's trade globalists |
| title_exact_search | Mastering global markets strategies for today's trade globalists |
| title_full | Mastering global markets strategies for today's trade globalists Michael R. Czinkota ; Ilkka A. Ronkainen ; Bob Donath |
| title_fullStr | Mastering global markets strategies for today's trade globalists Michael R. Czinkota ; Ilkka A. Ronkainen ; Bob Donath |
| title_full_unstemmed | Mastering global markets strategies for today's trade globalists Michael R. Czinkota ; Ilkka A. Ronkainen ; Bob Donath |
| title_short | Mastering global markets |
| title_sort | mastering global markets strategies for today s trade globalists |
| title_sub | strategies for today's trade globalists |
| topic | Export marketing International trade Marketingmanagement (DE-588)4168907-0 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Export marketing International trade Marketingmanagement Internationales Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010535157&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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