Strategic International Marketing

ISBN-13: 9783642754791 / Angielski / Miękka / 2011 / 178 str.

Hans G. Meissner

Opis

International marketing strategies are an essential part of the growing process of internationalization of markets and companies. This process creates a new pattern of risks and chances for companies and requires a long-term and systematic approach to world markets. At the same time, the rise of buyers' markets and market saturation in important market segments in most industrial countries is creating an increasingly marketing orientation in many companies. This book presents the concepts and implementation strategies needed to pursue international marketing. The perspectives and possibilities as well as the instruments of strategic international marketing are displayed against an empirical background drawn from the experience both of German companies and of internationally operating companies in other countries, especially the EC, the USA and Japan.

Spis treści

A. Developments towards Strategic International Marketing.- 1. Growth: Target the Setting and the Development of Companies.- 2. World Economic Developments and World Politics.- 3. The Internationalisation of Business Management Theory.- B. The Dynamics of the World Economy.- 1. The International Division of Labour and the Extent of World Trade.- 2. Political, Social and Cultural Developments.- 3. Technical Progress: Information and Communication.- C. The Structure of the International Environment of Companies.- 1. The Importance of Differentiated Analyses of the Environment.- 2. Sociocultural Development and Economic Growth.- 3. Legal, Political and Cultural Environmental Conditions.- 4. Trade and Currency Policy (Foreign Trade Regime).- 5. Integration Policy.- D. The Foreign Activities of Companies.- 1. Types of Foreign Involvement and their Strategic Significance.- 2. The Adjustment of Company Culture to the Special Aspects of International Activities.- 3. Structural Change as a Consequence of International Orientation.- 4. Concentration Processes and the Development of Multinational Companies.- 5. The Internationalisation of Medium-Sized Companies.- 6. The International Culture of Companies.- E. Concepts of Marketing in Foreign Trade.- 1. Processes of Development towards International Marketing.- 2. Aspects of the Design of International Transfer Processes.- a) The Processing of Foreign Deals.- b) State Support Measures.- c) The Risks of Foreign Trade.- d) Systems Selling.- 3. The Temporal Horizon of International Marketing Decisions.- F. International Strategic Marketing.- 1. The Strategic Planning of International Companies.- 2. Long-Term Planning and the Setting of Targets in Foreign Activities.- 3. Risk and Country Analysis.- 4. Identification and Selection of Strategy: Unitary or Differentiated International Marketing.- 5. The Strategic Concept of International Marketing.- G. The Informational Bases of Strategic International Marketing.- 1. The Significance of Information in Strategic International Marketing.- 2. Methodological Aspects of the Obtaining of Information.- a) Sources of Information.- b) Secondary Research.- c) Primary Research.- 3. Areas of Information.- a) Customer Behaviour.- b) Analyses of Countries.- c) Reports on Branches of Industry.- d) Information on Competition.- e) Information on Technology.- H. Methods of Strategic International Marketing.- 1. The Structuring of Strategic International Marketing Decisions.- 2. International Product Life-Cycle Analyses.- 3. International Market and Development Prognoses.- 4. Early Warning Systems.- 5. International Comparisons and Analogies.- 6. Portfolio Analyses.- 7. The Management of Strategic Success Positions (SSP).- 8. Analysis of Market Entry Alternatives.- 9. Planning Processes in Strategic International Marketing.- I. Strategic Global Marketing.- 1. The Significance of Global Marketing.- 2. Global Marketing Strategies.- 3. Aspects of Organisational and Personnel Policy.- 4. Strategies of Global Finance.- 5. Global Information and Communications Strategies.- 6. Perspectives in the Development of Global Strategic Marketing.- List of Diagrams.- List of Tables.