International marketing : an asia pacific focus Kotabe, Masaaki

By: Kotabe, Masaaki | Neal, Cathy
Contributor(s): Peloso, Antony | Gregory, Gary | Noble, Gary | Macarthur, Wayne | Neal, Cathy | Riege, Andreas | Helsen, Kristiaan
Publisher: New Delhi Wiley India Pvt. Ltd 2005Description: xv, 624 p. ISBN: 9788126518487Subject(s): Export marketing - Asia | Export marketing - Pacific AreaDDC classification: 658.84 Summary: Part 1: International marketing environment Chapter 1 Introduction to international marketing Competitive forces in the global marketplace Approaches to international marketing International trade versus international business Orientation of this book Chapter 2 Economic and financial environment Intertwined world economy Evolution of cooperative global trade Regional economic arrangements Marketing in euro-land Development of today\'s international monetary system Fixed versus floating exchange rates Foreign exchange and foreign exchange rates Economic and financial turmoil around the world Chapter 3 Political and legal environment Political environment - individual governments Political environment - social pressures and political risk Terrorism and the world economy International agreements International law and the local legal environment Issues transcending national boundaries Chapter 4 Cultural environment Defining culture Elements of culture Cross-cultural comparisons Adapting to cultures Culture and the marketing mix Business customs and negotiation styles Organising cultures Chapter 5 Understanding international consumers The changing international marketplace Standardise or customise? Drivers of consumer behaviour Evolving global consumer culture Emergence of a global consumer Conclusions Part 2: Analysing international marketing opportunities Chapter 6 International marketing research Market research in international marketing Research problem formulation Secondary marketing research Primary marketing research Managing international marketing research New market information technologies Ethics in international marketing research Chapter 7 Segmentation and positioning Reasons for international marketing International market segmentation Segmentation scenarios Bases for country segmentation International positioning strategies Global, foreign and local consumer culture positioning Conclusions Chapter 8 Market selection and entry strategies Selecting a target market Choosing the mode of entry Exporting Licensing Franchising Contract manufacturing Joint ventures Wholly owned subsidiaries Strategic alliances Timing of entry Exit strategies Part 3: Developing international marketing strategy Chapter 9 Developing new goods and services for international markets International product strategies Standardisation versus customisation Multinational diffusion Developing new products for international markets International NDP and culture Chapter 10 Branding International branding strategies Managing multinational product lines Product piracy Country-of-origin stereotypes Global marketing of services Chapter 11 International marketing communication International advertising and culture Setting the international advertising budget Creative strategy International media decisions Advertising regulations Choosing an advertising agency Coordinating international advertising Other elements of the marketing communication mix Conclusions Chapter 12 Logistics: Sourcing and distribution International logistics International sourcing International distribution International retailing E-commerce and international logistics Conclusions Chapter 13 Export and import management The role of exporting for Australian companies Organising for exports Indirect exporting Direct exporting Mechanics of exporting Role of governments in promoting exports Managing imports Mechanics of importing Grey markets Chapter 14
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Slot 2193 (2 Floor, East Wing) 658.84 K6I6 (Browse shelf) Available 166412

Part 1: International marketing environment Chapter 1 Introduction to international marketing Competitive forces in the global marketplace Approaches to international marketing International trade versus international business Orientation of this book Chapter 2 Economic and financial environment Intertwined world economy Evolution of cooperative global trade Regional economic arrangements Marketing in euro-land Development of today\'s international monetary system Fixed versus floating exchange rates Foreign exchange and foreign exchange rates Economic and financial turmoil around the world Chapter 3 Political and legal environment Political environment - individual governments Political environment - social pressures and political risk Terrorism and the world economy International agreements International law and the local legal environment Issues transcending national boundaries Chapter 4 Cultural environment Defining culture Elements of culture Cross-cultural comparisons Adapting to cultures Culture and the marketing mix Business customs and negotiation styles Organising cultures Chapter 5 Understanding international consumers The changing international marketplace Standardise or customise? Drivers of consumer behaviour Evolving global consumer culture Emergence of a global consumer Conclusions Part 2: Analysing international marketing opportunities Chapter 6 International marketing research Market research in international marketing Research problem formulation Secondary marketing research Primary marketing research Managing international marketing research New market information technologies Ethics in international marketing research Chapter 7 Segmentation and positioning Reasons for international marketing International market segmentation Segmentation scenarios Bases for country segmentation International positioning strategies Global, foreign and local consumer culture positioning Conclusions Chapter 8 Market selection and entry strategies Selecting a target market Choosing the mode of entry Exporting Licensing Franchising Contract manufacturing Joint ventures Wholly owned subsidiaries Strategic alliances Timing of entry Exit strategies Part 3: Developing international marketing strategy Chapter 9 Developing new goods and services for international markets International product strategies Standardisation versus customisation Multinational diffusion Developing new products for international markets International NDP and culture Chapter 10 Branding International branding strategies Managing multinational product lines Product piracy Country-of-origin stereotypes Global marketing of services Chapter 11 International marketing communication International advertising and culture Setting the international advertising budget Creative strategy International media decisions Advertising regulations Choosing an advertising agency Coordinating international advertising Other elements of the marketing communication mix Conclusions Chapter 12 Logistics: Sourcing and distribution International logistics International sourcing International distribution International retailing E-commerce and international logistics Conclusions Chapter 13 Export and import management The role of exporting for Australian companies Organising for exports Indirect exporting Direct exporting Mechanics of exporting Role of governments in promoting exports Managing imports Mechanics of importing Grey markets Chapter 14

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