International Marketing is aimed primarily at intermediate and advanced undergraduate and postgraduate students taking International Marketing modules. Due to its applied coverage, the book is also an excellent choice at MBA and post-experience levels.The book covers the entire range of international marketing topics, logically divided into four Parts: Part One outlines the core concepts of international marketing, and discuses the environmental forces which the international marketer has to consider. Part Two focuses on international market entry and development, addressing strategic planning…mehr
International Marketing is aimed primarily at intermediate and advanced undergraduate and postgraduate students taking International Marketing modules. Due to its applied coverage, the book is also an excellent choice at MBA and post-experience levels.The book covers the entire range of international marketing topics, logically divided into four Parts: Part One outlines the core concepts of international marketing, and discuses the environmental forces which the international marketer has to consider. Part Two focuses on international market entry and development, addressing strategic planning for internationalisation, including preparing (through research) and executing the entry. Part Three addresses the elements of the marketing mix that are most important for firms at the initial stage of internationalisation Part Four discusses the marketing management issues most relevant to the expanded global operations of multinational corporations.
Ilkka Ronkainen, a leading expert in the areas of international business and marketing, has served on the faculty of The McDonough School of Business at Georgetown University for the past 20 years. In addition, he is the Director of the School of Business program in Hong Kong. He is docent of international marketing at the Helsinki School of Economics and frequently teaches executive classes in Europe, Asia, South America, as well as the United States.
Inhaltsangabe
PART I: THE INTERNATIONAL MARKETING ENVIRONMENT1. The global marketing imperative Appendix A: Basics of marketing Appendix B: Geographical perspectives on international marketing 2. Trade institutions and trade policy 3. The cultural environment 4. The economic environment 5. The political and legal environmentCases 1Managing the challenge of WTO participationFighting poverty through tradeIKEACar financing in ChinaPART II: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT6. Strategic planning7. Marketing organization, implementation and control8. ResearchAppendix A: Information sources for marketing issuesAppendix B: The structure of a country commercial guide9. Market entry and expansionCases 2BBQ donut internationalization strategy by coincidencePolar-adidasParker Pen CompanyTeva Pharmaceuticals LtdPART III: EXPORT MARKETING MIX 10. Product adaptation 11. Export pricing 12. Marketing communication 13. Distribution management Cases 3Dr Eris: Cosmetics from Poland Imaginarium Joemarin Oy PART IV: THE GLOBAL MARKETING MIX 14. Global product management and branding 15. Global services 16. Global logistics and materials management 17. Global pricing 18. Global promotional strategies Appendix: Careers in international marketing Cases 4Oil for food Blood free diamonds The F-18 Hornet Offset
PART I: THE INTERNATIONAL MARKETING ENVIRONMENT1. The global marketing imperative Appendix A: Basics of marketing Appendix B: Geographical perspectives on international marketing 2. Trade institutions and trade policy 3. The cultural environment 4. The economic environment 5. The political and legal environmentCases 1Managing the challenge of WTO participationFighting poverty through tradeIKEACar financing in ChinaPART II: INTERNATIONAL MARKET ENTRY AND DEVELOPMENT6. Strategic planning7. Marketing organization, implementation and control8. ResearchAppendix A: Information sources for marketing issuesAppendix B: The structure of a country commercial guide9. Market entry and expansionCases 2BBQ donut internationalization strategy by coincidencePolar-adidasParker Pen CompanyTeva Pharmaceuticals LtdPART III: EXPORT MARKETING MIX 10. Product adaptation 11. Export pricing 12. Marketing communication 13. Distribution management Cases 3Dr Eris: Cosmetics from Poland Imaginarium Joemarin Oy PART IV: THE GLOBAL MARKETING MIX 14. Global product management and branding 15. Global services 16. Global logistics and materials management 17. Global pricing 18. Global promotional strategies Appendix: Careers in international marketing Cases 4Oil for food Blood free diamonds The F-18 Hornet Offset
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