International Marketing Strategy - Brossura

Thorelli, J.

Brossura

ISBN 10: 0080362842 ISBN 13: 9780080362847

Casa editrice: Pergamon Pr, 1990

Riassunto

The new edition of this acclaimed work examines from an analytical and pragmatic outlook how to adapt marketing strategies to prevailing market conditions. Most of the 50 articles are new to the third edition and all are by recognized international experts. They have been carefully edited into an integrated framework to guide and stimulate the reader and fully reflect the rapidly changing world marketing environment. The objective is to help the reader define the problems he or she is likely to encounter in international marketing, bearing in mind that defining the problem is the single most important prerequisite to solving it. The present collection is designed to meet the need of both executives and students for impulses to stimulate their own thinking. It enables the reader to make his or her own diagnosis of differences and similarities in marketing structures around the world, and it provides guidelines for the planning of appropriate marketing strategies.

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Contenuti:

Section headings and selected chapters: Preface. Introduction. Conceptual Foundations. International marketing: an ecological view, H B Thorelli. The gains from trade, The Economist. Internationalization of the Firm. On the internationalization process of firms, S Tamer Cavusgil. Japan's Kao enters US cautiously with Jergens Co., J Mark & M Kanabayashi. Global Markets. A market-oriented clustering of countries, S Tamer Cavusgil. The promise and challenges of Europe 1992, Business International. Researching, Understanding, and Negotiating for Global Market Opportunies. Market research the Japanese way, J K Johansson & I Nonaka. Customer analysis for strategy development in industrial markets, N C G Campbell & M T Cunningham. Market Entry Strategies. International market entry and expansion via independent or integrated channels of distribution, E Anderson & A T Coughlan. Diffusion of franchise system use in international operations, L S Welch. Developing, Implementing, and Controlling the International Marketing Mix. Marketing-mix standardization: an integrated approach in global marketing, R T Kreutzer. International product positioning, J K Johansson & H B Thorelli. Integrated marketing planning and action. Strategic planning in international marketing, H B Thorelli & H Becker. Strategic planning for a global business, B S Chakravarthy & H V Perlmutter. General readings in international marketing. Glossary. Country index. Company Index. Name index. Subject index. Appendix. About the editors.

Product Description:

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Su questa edizione

• Editore: Pergamon Pr
• Data di pubblicazione: 1990
• ISBN 10: 0080362842
• ISBN 13: 9780080362847
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 650