International Marketing Management: strategies, concepts and cases in Europe
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| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
München
Oldenbourg
2011
|
| Subjects: | |
| Links: | http://deposit.dnb.de/cgi-bin/dokserv?id=3498161&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020531811&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Item Description: | Literaturangaben |
| Physical Description: | XIII, 325 S. Ill., graph. Darst. |
| ISBN: | 9783486597493 3486597493 |
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Record in the Search Index
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| adam_text | IMAGE 1
TABLE OF CONTENTS
PREFACE V
LIST OF FIGURES XI
1 CHAPTER: AN INTRODUCTION TO INTERNATIONAL MARKETING MANAGEMENT 1
1.1 DEVELOPMENTS IN INTERNATIONAL TRADE 2
1.2 INTERNATIONALIZATION MOTIVES 8
1.3 IMPACTS ON INTERNATIONAL MARKETING MANAGEMENT 15
1.4 MARKETING AS PLANNING 18
2 CHAPTER: CORPORATE SOCIAL RESPONSIBILITY IN LIGHT OF
INTERNATIONALIZATION 23
2.1 CORPORATE SOCIAL RESPONSIBILITY CONCEPT 24
2.2 CORPORATE MISSION AS THE BASIS OF CSR IN INTERNATIONAL MARKETS 33
2.3 BUSINESS ETHICS IN INTERNATIONAL MARKETS 38
2.4 CONSUMER PROTECTION STANDARDS - AN INTERNATIONAL PERSPECTIVE 48
3 CHAPTER: THE INTERNATIONAL BUSINESS ENVIRONMENT 63
3.1 SETTING BUSINESS OBJECTIVES 64
3.2 A THREE-STEP STRUCTURED APPROACH FOR AN INTEGRATED MARKET ANALYSIS
66 3.2.1 SCANNING THE ELEMENTS OF THE MACRO ENVIRONMENT 66
3.2.2 SCANNING ELEMENTS OF THE INDUSTRY ENVIRONMENT 74
3.2.3 THE MICRO ANALYSES 83
4 CHAPTER: STRATEGY BUILDING 93
4.1 CORPORATE STRATEGY 94
4.1.1 MARKET ENTRY AND RETRENCHMENT 94
4.1.2 CONCENTRATION AND DIVERSIFICATION STRATEGIES 101
4.2 COMPETITIVE STRATEGIES OF THE STRATEGIC BUSINESS UNITS 107
4.3 FUNCTIONAL STRATEGIES 109
4.3.1 MARKETING 110
4.3.2 RESEARCH AND DEVELOPMENT 113
4.3.3 HUMAN RESOURCE MANAGEMENT 114
BIBLIOGRAFISCHE INFORMATIONEN HTTP://D-NB.INFO/1003979270
DIGITALISIERT DURCH
IMAGE 2
VIII TABLE OF CONTENTS
4.3.4 OPERATIONS 115
4.3.5 PROCUREMENT 116
4.3.6 FINANCING 117
4.3.7 TIMING 118
4.4 STRATEGY IMPLEMENTATION AND CONTROL 120
5 CHAPTER: INTERNATIONAL MARKETING RESEARCH 129
5.1 MARKETING RESEARCH IN AN INTERNATIONAL ENVIRONMENT 130
5.2 INTERNATIONAL MARKETING RESEARCH BASED ON SECONDARY DATA 136
5.2.1 SECONDARY SOURCES IN INTERNATIONAL MARKETING RESEARCH 136
5.2.2 LIMITATIONS IN THE USE OF SECONDARY DATA SOURCES 141
5.2.3 GOALS AND APPLICATION OF INTERNATIONAL COMPARATIVE RESEARCH 142
5.3 INTERNATIONAL MARKETING RESEARCH BASED ON PRIMARY SOURCES 145
5.3.1 METHODOLOGICAL PROBLEMS AT THE PREPARATORY STAGE 147
5.3.2 PROBLEM OF EQUIVALENCE IN INTERNATIONAL MARKETING RESEARCH 149
5.3.3 SELECTION METHODS AND TECHNIQUES IN INTERNATIONAL MARKETING
RESEARCH 152 5.3.4 INTERNATIONAL DIRECT RESEARCH ON THE INTERNET 157
5.3.5 CONSTRUCTION OF MEASUREMENT TOOLS 159
5.3.6 PROCEDURES OF RESEARCH TOOL TRANSLATION 162
5.4 METHODOLOGICAL PROBLEMS AT DIFFERENT STAGES OF RESEARCH 163
5.4.1 STANDARDIZATION OF INTERNATIONAL MARKETING RESEARCH 164
5.4.2 ORGANIZATION OF INTERNATIONAL MARKETING RESEARCH 165
5.4.3 ANALYSIS AND INTERPRETATION OF INTERNATIONAL MARKETING RESEARCH
RESULTS 166 5.4.4 PREPARATION OF REPORT ON INTERNATIONAL MARKETING
RESEARCH 168
6 CHAPTER: RELATIONSHIP MARKETING 173
6.1 MARKETING AS RELATIONSHIPS 174
6.2 THE IMPACT OF CULTURE IN RELATIONSHIPS 176
6.2.1 CULTURAL DIMENSIONS ACCORDING TO TROMPENAARS 177
6.2.2 HOFSTEDE S CULTURAL DIMENSIONS 178
6.2.3 THE MODEL OF SCHWARTZ 182
6.2.4 CRITICS ON CULTURAL DIMENSIONS 183
7 CHAPTER: CONSUMER BEHAVIOR IN INTERNATIONAL MARKETS 189
7.1 THE NOTION AND SCOPE OF CONSUMER BEHAVIOR 190
7.2 CONSUMER DECISION-MAKING PROCESS 198
7.3 DETERMINANTS OF CONSUMER BEHAVIOR IN INTERNATIONAL MARKETS 213
7.3.1 ECONOMIC 213
7.3.2 SOCIO-CULTURAL 218
7.3.3 DEMOGRAPHIC 223
7.3.4 PSYCHOLOGICAL 226
IMAGE 3
TABLE OF CONTENTS IX
8 CHAPTER: CONSUMER BEHAVIOR APPLICATION IN INTERNATIONAL MARKETING 235
8.1 MARKET SEGMENTATION, TARGETING AND POSITIONING - AN INTERNATIONAL
APPROACH 236
8.2 CREATING CONSUMER LOYALTY IN THE INTERNATIONAL MARKET 247
8.3 ANTICIPATION OF NEW TRENDS AND FUTURE CONSUMER BEHAVIOR 263
9 CHAPTER: INTERNATIONAL MARKETING IN PRACTICE 279
9.1 THE EXPORT CONTRACT 280
9.1.1 INTERNATIONAL COMMERCIAL TERMS (INCOTERMS) 281
9.1.2 PAYMENT INSTRUMENTS 284
9.1.3 EXPORT PRICE CALCULATION 291
9.2 INTERNATIONAL DISTRIBUTION AND LOGISTICS 292
9.3 PROMOTION IN INTERNATIONAL MARKETING 301
INDEX 315
APPENDIX 323
|
| any_adam_object | 1 |
| author | Glowik, Mario Smyczek, Slawomir |
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| dewey-full | 658.84 |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.84 |
| dewey-search | 658.84 |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| language | English |
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| spellingShingle | Glowik, Mario Smyczek, Slawomir International Marketing Management strategies, concepts and cases in Europe Auslandsgeschäft (DE-588)4003763-0 gnd Internationales Marketing (DE-588)4125431-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4003763-0 (DE-588)4125431-4 (DE-588)4168907-0 |
| title | International Marketing Management strategies, concepts and cases in Europe |
| title_auth | International Marketing Management strategies, concepts and cases in Europe |
| title_exact_search | International Marketing Management strategies, concepts and cases in Europe |
| title_full | International Marketing Management strategies, concepts and cases in Europe by Mario Glowik ; Slawomir Smyczek |
| title_fullStr | International Marketing Management strategies, concepts and cases in Europe by Mario Glowik ; Slawomir Smyczek |
| title_full_unstemmed | International Marketing Management strategies, concepts and cases in Europe by Mario Glowik ; Slawomir Smyczek |
| title_short | International Marketing Management |
| title_sort | international marketing management strategies concepts and cases in europe |
| title_sub | strategies, concepts and cases in Europe |
| topic | Auslandsgeschäft (DE-588)4003763-0 gnd Internationales Marketing (DE-588)4125431-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Auslandsgeschäft Internationales Marketing Marketingmanagement |
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