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International Marketing Strategy, Planning, Market Entry and Implementation

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ISBN-10: 0749422726

ISBN-13: 9780749422721

Edition: 2nd 1998

Authors: Roger Bennett

List price: $30.00
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Description:

Topics include international marketing research, entering foreign markets, export methods and procedures, international product policy and international advertising. Case examples and a regional analysis of individual world markets are provided.
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Book details

List price: $30.00
Edition: 2nd
Copyright year: 1998
Publisher: Kogan Page, Limited
Publication date: 9/1/1998
Binding: Paperback
Pages: 400
Size: 6.08" wide x 9.14" long x 1.10" tall
Weight: 1.408
Language: English

The global approach to marketing
The nature of international marketing
Introduction to international marketing
Reasons for marketing abroad
Exporting
Strategic considerations in international marketing
Strategy
Competitive advantage
Investment in products and markets
International marketing planning
Control and coordination
The environments of international marketing
The economic and political environment
The cultural environment
Legal aspects of international marketing
Organization of MNCs
Selecting the best structure
The trading environment
International trade
The balance of payments
Barriers to international trade
The World Trade Organization
Countertrade
Regional analysis techniques
Regional analysis of world markets
Regional economic groupings
North Atlantic countries
The Americas
Europe
China, Asia Pacific, Japan and Oceania
China
Asia Pacific
Japan
Oceania
Third World countries
Marketing in the Third World
Selling to the Third World
Why sell to the Third World?
Latin America
The Indian subcontinent
Africa
The Middle East
Organizing for international markets
International marketing research
The function of marketing research
Information needs
The marketing information system
The research programme
Marketing research in the Third World
Organizing research
Market screening techniques
Choosing markets
Identifying appropriate markets
Market segmentation
Entering international markets
The decision-taking process
Agents and distributors
Licensing and franchising
Brands and subsidiaries
International marketing through the Internet
Foreign manufacturing
Joint ventures
Human resource aspects
The process of internationalization
The global company
Export methods and procedures
Deciding to export
Transport
Documenting a consignment
Cargo insurance
Customs declarations
Credit insurance
Finance of foreign trade
Factoring and forfaiting
The export plan
International and global products
The nature of international product policy
Product positioning
Time-based competition
Standardization versus modification of products
New product development for international markets
Packaging
Customer care
Trade marks and branding
Counterfeiting
International product life cycles
International and global pricing approaches
Factors influencing pricing
International pricing approaches
The research task
INCOTERMS
Foreign exchange considerations
Price discrimination and parallel exporting
Predatory pricing
Dumping
Transfer pricing
International advertising
The nature of international advertising
Standardization versus customization of promotional messages
The international advertising agency
Regulation of advertising
International media planning
The advertising budget
Below-the-line marketing communication
International public relations
International direct marketing
International relationship marketing
International sales promotions
Business-to-business campaigns
Exhibiting
Future developments in global marketing
Business-to-business marketing
Anti-globalization movements
Global reputation management
World free trade
Market research
Marketing through the World Wide Web
Marketing plans
References
Index