International Dimensions of Marketing PDF Download

Author: Vern Terpstra
Publisher: Cengage Learning
ISBN:
Category : Business & Economics
Languages : en
Pages : 228

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Book Description
This work provides an overview of the international dimensions of marketing, including international, foreign and multinational marketing, and discusses the key factors that define and influence international and domestic marketing.

Author: Vern Terpstra
Publisher: Thomson South-Western
ISBN: 9780534932879
Category : Export marketing
Languages : en
Pages : 202

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Book Description
This text describes the marketing mix from an international perspective. What distinguishes international marketing is not the activities performed, but the way they are performed. It discusses the determinants of international marketing, and how they differ from those influencing domestic marketing. The book discusses three dimensions of international marketing: international marketing, involving marketing across national borders; foreign marketing, involving marketing within foreign countries; and multinational marketing, emphasizing the coordination and integration of the firm's marketing in many diverse foreign environments.

Author: G. Bertoli
Publisher: Edward Elgar Publishing
ISBN: 1781955611
Category : Business & Economics
Languages : en
Pages : 225

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Book Description
'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.

Author: Jean-Claude Usunier
Publisher: Philip Allan
ISBN:
Category : Business & Economics
Languages : en
Pages : 516

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Book Description
This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented in four parts, the book discusses: the cultural dimensions of international marketing and defines the cultural variable to delineate the components of culture and to emphasize its dynamic nature; the globalization of markets and its general impact on international marketing strategies, with emphasis on issues relevant to product policies (brand names for international markets, adaption/standardization methods); marketing decisions such as pricing, distribution and communication; international marketing negotiation with discussion on the effects of bribing and business ethics in international marketing. The geographical focus of the book is Europe, but examples also relate to Japan, the US, Africa, Asia and Latin America.

Author: Marko Sarstedt
Publisher: Emerald Group Publishing
ISBN: 1780520948
Category : Business & Economics
Languages : en
Pages : 252

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Book Description
Addresses issues pertaining to measurement and research methodology in an international marketing context. This title also addresses a range of subjects including response-bias in cross-cultural research, problems with cultural distance measures, and construct specification. It focuses on the development and application of novel research methods.

Author: Hans Mühlbacher
Publisher: Cengage Learning
ISBN:
Category : Business & Economics
Languages : en
Pages : 1016

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Book Description
In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. International Marketing: A Global Perspective starts from the premise that any firm - regardless of size - can compete globally. The challenge for todayÂ's manager is to identify and seize the opportunities most appropriate to their company. International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues. Written in a clear and accessible style, it is divided into several sections covering: assessing a potential market economically, culturally and politically; identifying cultural similarities and differences; deciding which products to market internationally and how to price and promote them; motivating marketing managers to compete globally; building and implementing successful marketing strategies - from making strategic decisions and choosing market positions and entry methods to developing a marketing plan. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy.

Author: Nicolas Papadopoulos
Publisher: Routledge
ISBN: 1317953193
Category : Business & Economics
Languages : en
Pages : 504

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Book Description
This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.

Author: K. Scott Swan
Publisher: Emerald Group Publishing
ISBN: 1781900175
Category : Business & Economics
Languages : en
Pages : 360

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Book Description
Interdisciplinary approaches are critical to solve the interesting problems of the day. This volume seeks to capture and synthesize the knowledge in the area of branding, product design, innovation, and strategic thought in international marketing.

Author: Johny K. Johansson
Publisher: McGraw-Hill/Irwin
ISBN:
Category : Business & Economics
Languages : en
Pages : 696

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Book Description
Johanssons Global Marketing, 5/e utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. Johansson seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. The discussion progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural, issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the authors rich international experience, help students move from concept to application.

Author: Mark J. Hooper
Publisher: CRC Press
ISBN: 1317030311
Category : Business & Economics
Languages : en
Pages : 610

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Book Description
A nation's economic success depends on the capacity of its companies and trading organizations to develop business relationships, trade and do business in the international arena. Doing business across borders subtly changes the processes and skills the successful manager needs. Cultural, social, geographic and legal factors serve to complicate the picture. The mantra for managers today is think global, act local. In this handbook the authors concentrate on the big developments that currently are happening at an international level. They consider how managers operating in the global business landscape must change what they do to create advantages and remain competitive. The Global Business Handbook is based on the structure of the very successful IÉSEG International School of Management's programme on international management. It includes a global focus, backed by the latest research on different aspects of international business carried out in different parts of the world.