International Marketing

Strategy Development and Implementation
1. Auflage 2017
ISBN: 978-1-138-73805-8
Verlag: Taylor & Francis

Buch, Englisch, 418 Seiten, Format (B × H): 174 mm x 238 mm, Gewicht: 671 g

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.

Autoren/Hrsg.

Solberg, Carl Arthur

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

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.