Intnl Market Strategy Reader

ISBN-13: 9781861522337 / Angielski / Miękka / 2010 / 416 str.

Isoble Doole; Angela Rushton; Isobel Doole

Opis

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.

Spis treści

PART I: ANALYSIS.1. Halliburton, C.W.M Reconciling Global Marketing and one to one marketing - a global individualism response?2. Day,k., and Herbig, P., Outgrowth of ASSEAN, a Common Market of the Pacific.3. Wills, J., Samali,A., & Jacobs,L., Developing Global Products and Marketing Strategies.4. Amine, Lyn., S Linking Consumer Behavior Construct to International Marketing strategy.5. Harrell, G.D., & Keifer, R.O., Multinational Market Portfolios in Global Strategy Development. 6. Doole, I., Hall,J., & Shaw,M,. Wine Marketing: Cultural Segmentation.7. Lasserre, P., Gathering and Interpreting Strategic Intelligence in Asia Pacific.PART II: STRATEGY DEVELOPMENT.8. Yip, G,. Towards a New Global Strategy.9. Mathe, H,. & Perras, C,. Successful Global Strategies for Service Companies.10. Lowe, R, & Doole, I,. The Characteristics and Development of Exporting Firms at Different Stages of Internationalism.11. Katsikeas C.S,. & Leonidou, L.C,. Export Market Expansion Strategy: Differences Between Market Concentration and Market Spreading.12. Bronder, C,. and Pritzl, R,. Developing Strategic Alliances: A Conceptual Framework for Successful Cooperation.13. de Chernatony, L., Halliburtin, C,. & Bermath, R,. International Branding: Demand - or Supply - Driven Opportunity.14. Cooper, R.G,. New Products: The Factors that Drive Success.PART III: IMPLEMENTATION.15. Aggarwal, M,. Review of 40 year Debate in International Advertising Practitioner and Academician Perspectives to the Standardization/Adaption Issues.16. K,. & Frazier, G.L., A Typology of Distribution Channel Systems A Contextual Approach.17. Assmus, G., and Wieses,C,. How to Address the Gray Market threat Using Price Coordination.18. Ghoshal, S,. and Barlett,C,. Building the Entrepreneurial Organization.19. Lowe, R,. Ethics and the Challenges for International Marketing Managers.

O autorze

Isobel Doole is an Emeritus Professor of International Marketing at Sheffield Hallam University and previously Dean of Sheffield Business School. She is an experienced marketing professional and senior academic in international marketing and in the international competitiveness of small firms. She has built an international reputation through her academic research and a number of highly successful textbooks. In her career she has worked with a range of companies from those with major international operations to small local exporters. She has also acted as an expert adviser on governmental committees. Robin Lowe is a Marketing and Management Consultant. Through his research, consultancy and policy development work in international trade, innovation and entrepreneurship, Robin has made a major contribution to government policy and business support. He also has considerable experience of consulting and training with multinationals around the world, including IBM, Microsoft, AstraZeneca, Renault Nissan, Huawei and Batelco. He is the joint author of several bestselling texts in international marketing, innovation and entrepreneurship.