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International Marketing: Strategy development and implementation de Carl Arthur Solberg

International Marketing: Strategy development and implementation

Autor Carl Arthur Solberg
en Limba Engleză Paperback – 4 dec 2017

Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.

Compact and readable, this practical text offers the reader insights into:

  • The globalisation phenomenon

  • Partner relations

  • And Strategic positioning in international markets.

Solberg has also created a brand new companion website for the text, replete with additional materials and instructor resources. This functional study, complete with case studies that demonstrate how the theory translates to practice, is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.

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Specificații

ISBN-13: 9781138738058
ISBN-10: 1138738050
Pagini: 418
Ilustrații: 58 Tables, black and white; 79 Line drawings, black and white; 79 Illustrations, black and white
Dimensiuni: 174 x 246 x 27 mm
Greutate: 0.7 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate

Cuprins

Table of Contents
Preface
Acknowledgements
Chapter 1 Introduction
Part I Developing Strategic Thrust in a Globalising World
Chapter 2 International Business Environment- from Local to Global Markets
Chapter 3 The Internationalisation Process and Firm Resources
Chapter 4 Strategy Development in International Markets
Part II Decisions in International Markets
Chapter 5 Information for International Marketing Decisions
Chapter 6 Market Selection and Market Portfolio
Chapter 7 Operation modes in International Markets
Chapter 8 Partners in International Marketing
Chapter 9 Standardisation and Adaption of International Marketing
Chapter 10 Product Strategies in International Markets
Chapter 11 Promotion Decisions in International Markets
Chapter 12 Pricing Decisions in International Marketing
Part III Planning and Organising the International Marketing Effort
Chapter 13 Planning the International Marketing Effort
Chapter 14 Organising the International Marketing Effort
Chapter 15 Epilogue and Concluding Remarks

Notă biografică

Carl Arthur Solberg is Professor Emeritus of Marketing at BI Norwegian Business School, Norway. Before joining academia, he worked for ten years in industry, as a Consultant at the Export Council of Norway and as a Market Researcher and Strategic Planner in the petrochemical industry in Norway.

Descriere

Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.

Compact and readable, this practical text offers the reader insights into:

 

 

 

  • The globalisation phenomenon
  • Partner relations
  • And Strategic positioning in international markets.

Solberg has also created a brand new companion website for the text, replete with additional materials and instructor resources. This functional study, complete with case studies that demonstrate how the theory translates to practice, is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.