International Marketing Strategy

Contemporary Readings

Häftad, Engelska, 1996

Av Isobel Doole, Robin Lowe, Isobel (Sheffield Hallam University) Doole, Robin (Sheffield Hallam University) Lowe, Isoble Doole, Angela Rushton

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This reader collects together key articles in international marketing, building on a four-part framework of market analysis, strategy development, implementation issues and international marketing management. It explores in more depth the essential elements of marketing in the international context, illustrating developments in the area with detailed examples of particular strategies and techniques; it covers such topics as strategic alliances, entrepreneurship, advertising, branding, culture and multinational portfolios. The editors provide an overview, commentary and discussion questions to draw out the key issues from the articles and relate them to the central framework.

Produktinformation

Utgivningsdatum1996-12-19
Mått154 x 25 x 228 mm
Vikt640 g
FormatHäftad
SpråkEngelska
Antal sidor256
FörlagCengage Learning
ISBN9781861522337

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Isobel Doole is Emeritus Professor of International Marketing at Sheffield Hallam University and was previously Dean of Sheffield Business School. She is an experienced marketing professional and senior academic in international marketing and in the international competitiveness of small firms. She has built an international reputation through her academic research and a number of highly successful textbooks. In her career she has worked with a range of companies from those with major international operations to small local exporters. She has also acted as an expert adviser on governmental committees. Robin Lowe is a Marketing and Management Consultant. Through his research, consultancy and policy development work in international trade, innovation and entrepreneurship, Robin has made a major contribution to government policy and business support. He also has considerable experience of consulting and training with multinationals around the world, including IBM, Microsoft, AstraZeneca, Renault Nissan, Huawei and Batelco. He is the joint author of several bestselling texts in international marketing, innovation and entrepreneurship.

PART I: ANALYSIS.1. Halliburton, C.W.M Reconciling Global Marketing and one to one marketing - a global individualism response?2. Day,k., and Herbig, P., Outgrowth of ASSEAN, a Common Market of the Pacific.3. Wills, J., Samali,A., & Jacobs,L., Developing Global Products and Marketing Strategies.4. Amine, Lyn., S Linking Consumer Behavior Construct to International Marketing strategy.5. Harrell, G.D., & Keifer, R.O., Multinational Market Portfolios in Global Strategy Development. 6. Doole, I., Hall,J., & Shaw,M,. Wine Marketing: Cultural Segmentation.7. Lasserre, P., Gathering and Interpreting Strategic Intelligence in Asia Pacific.PART II: STRATEGY DEVELOPMENT.8. Yip, G,. Towards a New Global Strategy.9. Mathe, H,. & Perras, C,. Successful Global Strategies for Service Companies.10. Lowe, R, & Doole, I,. The Characteristics and Development of Exporting Firms at Different Stages of Internationalism.11. Katsikeas C.S,. & Leonidou, L.C,. Export Market Expansion Strategy: Differences Between Market Concentration and Market Spreading.12. Bronder, C,. and Pritzl, R,. Developing Strategic Alliances: A Conceptual Framework for Successful Cooperation.13. de Chernatony, L., Halliburtin, C,. & Bermath, R,. International Branding: Demand - or Supply - Driven Opportunity.14. Cooper, R.G,. New Products: The Factors that Drive Success.PART III: IMPLEMENTATION.15. Aggarwal, M,. Review of 40 year Debate in International Advertising Practitioner and Academician Perspectives to the Standardization/Adaption Issues.16. K,. & Frazier, G.L., A Typology of Distribution Channel Systems A Contextual Approach.17. Assmus, G., and Wieses,C,. How to Address the Gray Market threat Using Price Coordination.18. Ghoshal, S,. and Barlett,C,. Building the Entrepreneurial Organization.19. Lowe, R,. Ethics and the Challenges for International Marketing Managers.

PART 1: Analysis 1. Global Marketing and One-To-One Marketing - A Global Individualism Response? 2. Outgrowth of ASSEAN, a Common Market of the Pacific 3. Developing Global Products and Marketing Strategies 4. Consumer Behaviour Construct to International Marketing Strategy 5. Multinational Market Portfolios in Global Strategy Development 6. Wine Marketing: Cultural Segmentation 7. Gathering and Interpreting Strategic Intelligence in Asia Pacific PART 2: Strategy Development 8. Towards a New Global Strategy 9. Successful Global Strategies for Service Companies 10. The Characteristics and Development of Exporting Firms at Different Stages of Internationalism 11. Export Market Expansion Strategy: Differences Between Market Concentration and Market Spreading 12. Developing Strategic Alliances: A Conceptual Framework for Successful Co-operation 13. International Branding: Demand- or Supply-driven Opportunity 14. New Products: The Factors That Drive Success PART 3: Implementation 15. Review of 40-year Debate in International Advertising Practitioner and Academician Perspectives to the Standardisation / Adaptation Issues 16. A Typology of Distribution Channel Systems A Contextual Approach 17. How to Address the Gray Market Threat Using Price Co-ordination 18. Building the Entrepreneurial Organization 19. Ethics and the Challenges for International Marketing Managers