International E-Business Marketing

ISBN-13: 9781861529459 / Angielski / Miękka / 2004 / 352 str.

Richard A. Fletcher; Jim Bell; Rod McNaughton

Opis

Few years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that. This book focuses on Global Marketing in the Internet age.

Spis treści

PART 1: THE NATURE OF E-BUSINESS. 1. Introduction: e-business, marketing strategy and the international environment. 2. The Internet and its impact on international marketing. 3. The Internet and the e-value chain. PART II: INTERNATIONAL MARKETING STRATEGY & E-BUSINESS. 4. The Internet, foreign market entry, internationalization and globalization. 5. International competitive strategy in the electronic environment. 6. Relationships, networks and strategic alliances in an Internet world. PART III: THE INTERNATIONAL ENVIRONMENT OF E-BUSINESS. 7. Legal and tax issues in the global electronic environment. 8. The political minefield of marketspace. 9. Accommodating culture in international business strategy. PART IV: MARKETING TACTICS AND E-BUSINESS. 10. Products, services and pricing in marketspace. 11. International e-business distribution and logistics. 12. Effective international promotion strategies using the Internet. Index.