International Marketing Mix Management
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International Marketing Mix Management
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Author : Tobias Richter
language : en
Publisher: Logos Verlag Berlin GmbH
Release Date : 2012
International Marketing Mix Management written by Tobias Richter and has been published by Logos Verlag Berlin GmbH this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
For years academicians and marketing directors have debated the marketing standardisation versus adaptation of international marketing strategy. Despite the great importance of the topic, the debate remains unresolved. At the same time, the continuing globalisation of markets and the growing importance of the emerging BRIC markets make an optimal management of international marketing efforts a necessity. Therefore, this study offers - on the basis of a solid theoretical framework and sound methodological operationalization - empirical findings on how to successfully manage both, the international marketing mix and the related marketing process in world markets. In particular, the marketing strategy pursued by multinational corporations are analysed and compared as well as empirical findings relating to financial and non-financial performance measures are provided.
International Marketing
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Author : Colin Gilligan
language : en
Publisher: Routledge
Release Date : 2012-11-26
International Marketing written by Colin Gilligan and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-26 with Business & Economics categories.
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It: Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features. Examines the need to structure the whole business organisation in the right way and make international marketing effective Discusses the importance of communication and control Throughout case studies are used to highlight particular issues.
International Marketing Rle International Business
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Author : Colin Gilligan
language : en
Publisher: Routledge
Release Date : 2013-01-04
International Marketing Rle International Business written by Colin Gilligan and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-04 with Business & Economics categories.
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It: Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features. Examines the need to structure the whole business organisation in the right way and make international marketing effective Discusses the importance of communication and control Throughout case studies are used to highlight particular issues.
International Marketing Management
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Author : Jean-Pierre Jeannet
language : en
Publisher:
Release Date : 1988
International Marketing Management written by Jean-Pierre Jeannet and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988 with Business & Economics categories.
Global Marketing Management
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Author : Warren J. Keegan
language : en
Publisher:
Release Date : 1999
Global Marketing Management written by Warren J. Keegan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Export marketing categories.
Global Marketing Management, Sixth Edition, continues to be one of the most widely used graduate-level case texts in international marketing and a popular reference for practitioners as well. This edition focuses on the opportunities and challenges of global markets and on the threat of global competition across a broad spectrum of industries.
International Marketing
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Author : Hans Mühlbacher
language : en
Publisher: Cengage Learning
Release Date : 1999
International Marketing written by Hans Mühlbacher and has been published by Cengage Learning this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Business & Economics categories.
In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. International Marketing: A Global Perspective starts from the premise that any firm - regardless of size - can compete globally. The challenge for todayÂ's manager is to identify and seize the opportunities most appropriate to their company. International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues. Written in a clear and accessible style, it is divided into several sections covering: assessing a potential market economically, culturally and politically; identifying cultural similarities and differences; deciding which products to market internationally and how to price and promote them; motivating marketing managers to compete globally; building and implementing successful marketing strategies - from making strategic decisions and choosing market positions and entry methods to developing a marketing plan. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy.
Global Marketing Strategy
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Author : Bodo B. Schlegelmilch
language : en
Publisher: Springer Nature
Release Date : 2022-02-16
Global Marketing Strategy written by Bodo B. Schlegelmilch and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-02-16 with Business & Economics categories.
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
Marketing Mix Standardisation In International Marketing
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Author : Tobias Richter
language : en
Publisher: Peter Lang Pub Incorporated
Release Date : 2002
Marketing Mix Standardisation In International Marketing written by Tobias Richter and has been published by Peter Lang Pub Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
The increasing globalisation of markets and competition drives the strategic approach towards international marketing programmes to the very heart of corporate success in the beginning of the 21st century. More than ever, the marketing manager of today has to permanently balance the potential advantages of an international marketing standardisation and the benefits gained by an adaptation to local preferences. Therefore, this book aims not only at providing a strong theoretical background of key concepts, past notions and the latest developments in the international marketing debate. Instead, it also focuses on key factors which determine an adequate international marketing strategy with regard to consumer goods, industrial goods and services. Thus, this study elaborates on crucial aspects applying to international marketing managers facing global competition by analysing empirically the marketing approach chosen by the 500 largest German companies by turn-over which represent to quite some extent one of the most successful and internationally-orientated economy in the world.
Global Marketing Management
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Author : Warren J. Keegan
language : en
Publisher: Pearson Education
Release Date : 2001
Global Marketing Management written by Warren J. Keegan and has been published by Pearson Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Business & Economics categories.
This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations.
Global Marketing Management
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Author : Warren J. Keegan
language : en
Publisher:
Release Date : 2002
Global Marketing Management written by Warren J. Keegan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Export marketing categories.
This leading book in international marketing features comprehensive cases that cover consumer, industrial, low tech and high tech, product and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political, legal, and regulatory environments; global customers; global marketing information systems and research; global targeting, segmenting and positioning; entry and expansion strategies: marketing and sourcing; cooperation and global strategic partnerships; competitive analysis and strategy; product decisions; pricing decisions; channels and physical distribution; global advertising; promotion: personal selling, public relations, sales promotion, direct marketing, trade shows, sponsorship; global e-marketing; planning, leading, organizing, and monitoring the global marketing effort; and the future of global marketing. For individuals interested in a career in marketing.