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International Marketing Strategy, Planning, Market Entry and Implementation

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ISBN-10: 0749438088

ISBN-13: 9780749438081

Edition: 3rd 2002

Authors: Roger Bennett, Jim Blythe, Harry Alder

List price: $35.00
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Description:

Topics covered in this third edition 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: $35.00
Edition: 3rd
Copyright year: 2002
Publisher: Kogan Page, Limited
Publication date: 12/1/2002
Binding: Paperback
Pages: 368
Size: 7.25" wide x 9.50" long x 0.75" tall
Weight: 1.980
Language: English

Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic - he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot's licence and has learned to play drums in a samba band, so the beat goes on.nbsp;Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for…    

Harry Alder draws on his vast experience in business, having held a number of top corporate and public positions. He now trains senior executives in leading companies, specializing in the areas of creativity and innovation, advanced communication skills and personal effectiveness. A popular conference speaker and broadcaster, with a truly international audience, Dr Alder has a Master's degree and doctorate in business administration. He is Associate Professor of a leading international business school and a certified NLP Master Practitioner. He is also a prolific and acclaimed international author of some 20 business books, many of which appear in more than 15 foreign language editions.

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