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Intnl Market Strategy Reader de Isoble Doole

Intnl Market Strategy Reader

Autor Isoble Doole, Angela Rushton, Isobel Doole
en Limba Engleză Paperback – 28 feb 2010
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. 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.
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Specificații

ISBN-13: 9781861522337
ISBN-10: 1861522339
Pagini: 416
Dimensiuni: 157 x 235 x 18 mm
Greutate: 0.64 kg
Editura: Cengage Learning
Locul publicării:United Kingdom

Notă biografică

Robin Lowe is a Principal Lecturer in International Marketing at Sheffield Hallam University, a Visiting Faculty Member of the University of Porto, Portugal and is an examiner on the Post Graduate Professional Diploma of the Chartered Institute of Marketing. He has considerable business and education experience holding senior positions in industry and in the university. He has carried out research, consultancy and training in the field of international marketing and strategic marketing decision making in the US, Europe and the Middle East. Isobel Doole is Professor of International Marketing at Sheffield Hallam Univarsity and a Senior Examiner on the Post Graduate Professional Diploma of The Chartered Institute of Marketing. She is Head of the Research Centre for Individual and Organisational Development at the university and has considerable experience at a senior level working across a number of industries with international and UK companies in the field of international marketing and strategic marketing decision making.

Cuprins

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

Recenzii

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