International marketing:
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London [u.a.]
McGraw-Hill
2006
|
| Ausgabe: | 2. Edition |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014626560&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXXIII, 664 Seiten Illustrationen, Diagramme |
| ISBN: | 0077108302 9780077108304 |
Internformat
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Datensatz im Suchindex
| _version_ | 1819373835925848064 |
|---|---|
| adam_text | Preface xi
Acknowledgements xvii
Guided tour xix
Technology to enhance learning and teaching xxii
Maps xxv
section 1: An Overview 1
chapter 1 The Scope and Challenge of International Marketing 3
Chapter 2 The Dynamics of International Business 29
section 2: The Impact of Culture on International
Marketing 53
chapter 3 Geography and History: the Foundations of Cultural Understanding 55
chapter 4 Cultural Dynamics in International Marketing 73
chapter 5 Business Customs and Practices in International Marketing 97
chapter 6 The International Political and Legal Environment 119
chapter 7 Researching International Markets 149
chapter 8 Emerging Markets and Market Behaviour 177
chapter 9 Multinational Market Regions and Market Groups 209
section 4: Developing International Marketing Strategies 241
chapter 10 International Marketing Strategies 243
chapter 11 International Market Entry Strategies 267
chapter 12 Exporting, Managing and Logistics 287
chapter 13 Developing Consumer Products for International Markets 307
chapter 14 Marketing Industrial Products and Business Services 331
chapter 15 The International Distribution System 353
chapter 16 International Advertising and Promotion 387
chapter 17 Personal Selling and Negotiations 415
chapter 18 Pricing for International Markets 435
chapter 19 Ethics and Social Responsibility in International Marketing 465
chapter 20 Financing and Managing International Marketing Operations 483
section 6: Supplementary Resources 505
The Country Notebook: a Guide for Developing a Marketing Plan 507
Case Studies 515
Glossary 635 H|H^B
Index 643 ^^^^^|
Preface xi
Acknowledgements xvii
Guided Tour xix
Technology to enhance learning and teaching xxii
Maps xxv
section 1: An Overview 1
Chapter 1 The Scope and Challenge of International Marketing 3
The Internationalisation of Business 5
International Marketing Defined 8
The International Marketing Task 9
Environmental Adjustment Needed 14
Self-reference Criterion: an Obstacle 15
Becoming International 16
International Marketing Orientations 18
Globalisation of Markets 21
Developing a Global Awareness 23
Orientation of International Marketing 26
Chapter 2 The Dynamics of International Business 29
The Twentieth Century 31
Balance of Payments 35
Protectionism 38
Easing Trade Restrictions 45
section 2: The Impact of Culture on International
Marketing 53
chapter 3 Geography and History: the Foundations of Cultural Understanding 55
Geography and International Markets 56
Geography, Nature and International Trade 58
World Trade Routes 68
Historical Perspective in International Trade 69
chapter 4 Cultural Dynamics in International Marketing 73
Cultural Knowledge 79
Culture and its Elements 82
Cultural Change 90
Planned Cultural Change 92
Consequences of an Innovation 93 ^^^^^^^|
chapter 5 Business Customs and Practices in International Marketing 97
Required Adaptation 98
Difference Business Practices 103
Business Ethics 113
chapter 6 The International Political and Legal Environment 119
Political Environments 120
Political Risks 122
Encouraging Foreign Investment 125
Assessing Political Vulnerability 127
Reducing Political Vulnerability 128
Legal Environments 131
Legal Recourse in Resolving International Disputes 136
Protection of Intellectual Property Rights: a Special Problem 138
Commercial Law within Countries 140
Legal Environment of the European Union 142
chapter 7 Researching International Markets 149
Breadth and Scope of International Marketing Research 15°
The Research Process 151
Responsibility for Conducting Marketing Research 166
Estimating Market Demand 168
Multinational Marketing Information Systems 169
chapter 8 Emerging Markets and Market Behaviour 177
Marketing and Economic Development 1^9
Marketing in a Developing Country 189
Emerging Markets 19°
Changing Market Behaviour and Market Segmentation 202
chapter 9 Multinational Market Regions and Market Groups 209
La Raison d etre 211
Patterns of Multinational Cooperation 212
Global Markets and Multinational Market Groups 215
Europe 215
The Americas 227
Asia 231
Africa 233
Middle East 235
Future Multinational Market Groups 235
Strategic Implications for Marketing 236
section 4: Developing International Marketing
Strategies 241
chapter 10 International Marketing Strategies 243
International Marketing Management 244
Competition in the Global Marketplace 247
Formulating International Marketing Strategy 252
Strategic Planning 259
chapter 11 International Market Entry Strategies 267
Why Firms Go Abroad 268
Market Servicing Strategies 269
Market Opportunity Assessment 271
Market/Country Selection 272
Strategic International Alliances 273
Market Entry Strategies 275
chapter 12 Exporting, Managing and Logistics 287
Regulations and Restrictions of Exporting and Importing 288
Customs-privileged Facilities 295
Export Documents 297
Terms of Sale 298
Logistics 301
The Foreign-freight Forwarder 303
chapter 13 Developing Consumer Products for International Markets 307
International Markets and Product Development 309
Products and Culture 317
Product Life Cycle and Adaptation 324
Screening Products for Adaptation 324
Quality Products 328
chapter 14 Marketing Industrial Products and Business Services 331
The Industrial Product Market 333
Attributes of Product Quality 334
Relationship Marketing 339
Promoting Industrial Products 342
Marketing Services Globally 345
chapter 15 The International Distribution System 353
Channel of Distribution Structures 354
The Internet 360
Distribution Patterns 366
Alternative Middleman Choices 371
Factors Affecting Choice of Channel 378
Locating, Selecting and Motivating Channel Members 380
chapter 16 International Advertising and Promotion 387
International Advertising 390 ^^^^^^^m
Challenges of International Advertising 396 Un^^^^l
Media Planning and Analysis 399
Sales Promotion 404
International Advertising and the Communications Process 406
The Advertising Agency 410
International Control of Advertising 410
chapter 17 Personal Selling and Negotiations 415
Selling in International Markets 416
Recruitment of an International Sales Force 422
Cross-cultural Negotiations 427
chapter 18 Pricing for International Markets 435
Pricing Policy 436
Factors Influencing International Pricing 442
Administered Pricing 451
Transfer Pricing 453
Dumping 454
Price Quotations 455
Countertrade as a Pricing Tool 456
section 5: Ethical, Financial and Organisational
Issues in international Marketing 463
chapter 19 Ethics and Social Responsibility in International Marketing 465
Ethical Environment 466
What is Social Responsibility? 468
Ethics and International Marketing 474
Ethical Behaviour in International Marketing 477
chapter 20 Financing and Managing International Marketing Operations 483
Capital Needs for International Marketing 484
Sources of Government Funds for International Marketing 487
Financial Risk and Risk Management 488
Managing Financial Risk 490
Marketing and Organisation 491
Issues Influencing a Structure 493
The Changing Profile of the International Manager 495
Managing International Personnel 497
Non-Western Management Styles 498
section 6: Supplementary Resources 505
The Country Notebook: a Guide for Developing a Marketing Plan 507
Cultural Analysis 508
Economic Analysis 509
Market Audit and Competitive Market Analysis 510
¦^¦¦H Preliminary Marketing Plan 511
Case Studies
Section 1 515
1.1 Starbucks: Going Global Fast 515
1.2 Nestle: the Infant Formula Controversy 520
Section 2 525
2.1 Daimler-Chrysler Merger: a Cultural Mismatch 525
2.2 Cultural Norms: Fair Lovely and Advertising 529
2.3 The McDonald s Beef Fries Controversy 532
2.4 Coke and Pepsi Learn to Compete in India 538
Section 3 545
3.1 Swifter, Higher, Stronger, Dearer 545
3.2 Motorola in China 550
3.3 Airbus: from Challenger to Leader 556
Section 4 563
4.1 Wal-Mart s German Misadventure 563
4.2 Handl Tyrol: Market Selection and Coverage Decisions of a
Medium-sized Austrian Enterprise 571
4.3 Blair Water Purifiers to India 574
4.4 A Tale of Two Tipples 583
4.5 Kellogg s Indian Experience 586
4.6 Strategic Alliances in the Global Airline Industry: from
Bilateral Agreements to Integrated Networks 590
4.7 GN Netcom in China 594
4.8 IKEA: Entering Russia 599
4.9 The David Beckham Brand 604
Section 5 611
5.1 Iberia Airlines Builds a BATNA 611
5.2 Halliburton Over-billing Controversy 615
5.3 AIDS, Condoms and Carnival 622
5.4 Key Success Factors of Theme Parks: the Experience of
Walt Disney Company 626
5.5 British American Tobacco: an Insight into Tobacco Marketing 630
Glossary 635
Index 645
|
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| id | DE-604.BV021305921 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T12:32:59Z |
| institution | BVB |
| isbn | 0077108302 9780077108304 |
| language | English |
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| physical | XXXIII, 664 Seiten Illustrationen, Diagramme |
| publishDate | 2006 |
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| spellingShingle | Ghauri, Pervez N. 1948- Cateora, Philip R. International marketing Marketing (DE-588)4037589-4 gnd Internationales Marketing (DE-588)4125431-4 gnd |
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| title | International marketing |
| title_auth | International marketing |
| title_exact_search | International marketing |
| title_full | International marketing Philip R. Cateora and Pervez N. Ghauri |
| title_fullStr | International marketing Philip R. Cateora and Pervez N. Ghauri |
| title_full_unstemmed | International marketing Philip R. Cateora and Pervez N. Ghauri |
| title_short | International marketing |
| title_sort | international marketing |
| topic | Marketing (DE-588)4037589-4 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Marketing Internationales Marketing Lehrbuch |
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