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International Marketing Strategy

Contemporary Readings

Robin Lowe author Isobel Doole author

Format:Paperback

Publisher:Cengage Learning EMEA

Published:19th Dec '96

Currently unavailable, and unfortunately no date known when it will be back

International Marketing Strategy cover

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.

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

ISBN: 9781861522337

Dimensions: 228mm x 154mm x 25mm

Weight: 636g

256 pages

New edition