Marketing strategy is constantly adapting in the changing environment of International Business. This book draws together an eminent and international body of researchers to analyse recent changes in world markets and marketing practices. It analyses, codifies and challenges existing literature on the subject; it offers industry specific studies of international marketing practices and their relative successes; and it presents valuable research findings on the increasingly important markets of China and Japan. The book is a three-fold contribution to the study and practice of International Marketing. Blending empirical studies with critical theory, the collection sheds much desired light on this important and often-neglected area.
The present study provides further evidence on the idiosyncracies of this market
by analysing the experiences of Danish companies who have trading
relationships with the People's Republic of China. Specifically, the study
examines the ...
Re-issuing this successful book in its seventh edition the author starts with an overview of basic marketing concepts and their applicability on an international basis. It then covers each ingredient of the marketing mix and explores them in relation to multinational markets. Each ingredient is studied in the light of the fundamental question: ‘How far can it be standardised internationally or in a research-based cluster of countries?’ Research, planning and organisation problems receive particular attention. A whole chapter is devoted to ‘Creativity and Innovation’ on a global scale.
The Meaning of Market Segmentation The concept of market segmentation has
triggered the imagination of many marketers during the last decade. It is a
strategy which enables the firm to maximise the results ofa given marketing effort
by ...
This book considers problems which can be serious obstacles in international marketing but which are much less difficult in domestic marketing, such as cultural differences; the establishing and maintaining of relationships with customers’ and the special problems for firm strategy and organisation arising from the internationalisation process.
A central theme to IMP Group work has been the Interaction Approach and the
statement that markets are not passive but active, that industrial marketing is not
composed of single transactions but relationships which covey change and ...
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It: Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features. Examines the need to structure the whole business organisation in the right way and make international marketing effective Discusses the importance of communication and control Throughout case studies are used to highlight particular issues.
This has been recognised by Ray Horrocks who, whilst having high hopes for the
Honda–BL joint ventures, has admitted that it has often been difficult to find
common ground when fighting for sales in the same market. Sanjay Dabysing of
DRI ...
The focus of the book is understanding international influences that affect international business, and relevant aspects of the world environment. These aspects are economic, physical, sociocultural, political, legal and technological and include the cultures of foreign business organizations. Each chapter is written by an expert in the field who has been involved in international business in that area. The purpose of each chapter is to enable effective performance in the international business arena. An integrated system view of the country or region and how managers can obtain success in that area is provided. Global in its coverage this book provides information on global trends, different regions and their consumer cultures and business customs, as well as methods of entry and global strategies.
Preface This book is for those who do or intend to do international business. It
emphasizes the informative and practical implementation of such business. The
book is designed to inform succinctly about global trends, different regions and
their ...
This Guide is the fourth in a series intended to assist with the control of air pollution and noise emissions from construction sites. It sets out guidance on controlling pollution emissions associated with handling materials, storage, spillage and disposal. Although techniques have not been validated under controlled conditions and therefore must be used with care, recommendations are drawn from cases where they have been found to be effective.
This Guide is the fourth in a series intended to assist with the control of air pollution and noise emissions from construction sites.
