International Marketing

ISBN-13: 9780333963883 / Angielski / Miękka / 2005 / 480 str.

Klaus Backhaus

Opis

International Marketing is an adaptation of a best-selling German text, which considers the global marketing arena from a new and original perspective. It focuses upon international marketing primarily as the coordination of a company's different national marketing programmes. How can for example an exchange of marketing knowledge across borders add value to a company's position in other markets? What impact does the exchange of goods and information across borders by customers have? What effect can 'going international' have on an international cost position? How can lead markets act as a guide to future developments in other countries? International Marketing takes a comprehensive look at all the underlying concepts, using a wealth of truly European examples and substantial case studies.

Spis treści

A: THE MEANING AND SUBJECT AREA OF INTERNATIONAL MARKETING.- Internationalisation Tendencies in Business.- International Marketing as a Co-ordinative Task.- The Classic Understanding of International Marketing.- Characteristics of International Marketing.- Coordination in the Context of International Marketing Operations.- Interdependencies Between Country Markets.- Interdependence and Coordination.- Cultural Distance and the Need for Coordination.- Defining and Delineating International Marketing.- Case Study, Fillkar Electric AG.- B: MARKETING ENTRY STRATEGIES IN INTERNATIONAL MARKETING: 'GOING INTERNATIONAL'.- The Market Selection Decision.- Evaluating Country Markets.- Determinants of Evaluation.- Interdependence and Country Market Evaluation.- Selection of Country Markets.- Procedure for Country Market Selection.- Selection of Country Markets and Internationalization Strategy.- Market Entry Strategies.- Timing the Entry.- Waterfall Strategy.- Shower Strategy.- Selection of an Appropriate Organizational Structure for Foreign Business Activity.- Classical Organizational Structures for the Internationalization of Marketing Activities.- Recent Organizational Forms of Market Internationalization.- The Influence of Feedback on the Selection of Organizational Form.- The Marketing Instruments.- Product Policy Decisions.- Core Areas of Product Policy.- The 'Optimal' Degree of Standarization During Market Entry.- Pricing.- Factors Influencing the Extent of International Price Differentiation.- The Extent of International Price Differentiation.- Optimization Approaches for International Pricing Policy.- Methods of Price Coordination.- Communication.- Distribution.- Decision-Making Interdependencies in 'Going International'.- The 'COTEL' Case.- C: COORDINATION DECISIONS IN THE CONTEXT OF 'BEING INTERNATIONAL'.- Coordination Problems and Dynamics of Country Markets.- Changes in Institutional (Environmental) Conditions.- Homogenization of Institutional Environmental Conditions.- Heterogenization of (Institutional) Environmental Conditions.- Changes at the Level of Market Partners.- Demand-Related Change.- Seller-Related Changes.- Changes in Relative Competitive Position.- 'Being International' A Problem Map.- Coordination in Converging Markets.- The Origin of Coordination Problems in Converging Markets.- The Extent of Coordination Problems in Converging Markets.- The Extent of Coordination at the Market Level.- The Need for Coordination at the Corporate Level.- Coordination Strategies in Converging Markets.- Coordination Strategies.- Strategies for Reducing the Need for Coordination.- Case Study 'PharmaCo'.- Coordination Problems in Diverging Markets.- The Original of Coordination Problems.- The Extent of Coordination Problems.- Coordination Strategies in Fragmenting Markets.- Case Study 'Petrolub AG'.- Literature Index.

O autorze

KLAUS BACKHAUS is Director of the Institut für Anlagen und Systemtechnologien at the Marketing Centrum Münster which is part of the Westfälische Wilhelms-Universität Münster in Germany. JOACHIM BUSCHKEN lectures in marketing at the Katholische Universität Eichstätt Ingolstadt. MARKUS VOETH lectures at the Institut für Betriebswirtschaftslehre at the University of Hohenheim in Germany.