International Marketing
Routledge (Verlag)
978-1-138-73738-9 (ISBN)
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Compact and readable, this practical text offers the reader insights into:
The globalisation phenomenon
Partner relations
And Strategic positioning in international markets.
Solberg has also created a brand new companion website for the text, replete with additional materials and instructor resources. This functional study, complete with case studies that demonstrate how the theory translates to practice, is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.
Carl Arthur Solberg is Professor Emeritus of Marketing at BI Norwegian Business School, Norway. Before joining academia, he worked for ten years in industry, as a Consultant at the Export Council of Norway and as a Market Researcher and Strategic Planner in the petrochemical industry in Norway.
Table of Contents
Preface
Acknowledgements
Chapter 1 Introduction
Part I Developing Strategic Thrust in a Globalising World
Chapter 2 International Business Environment- from Local to Global Markets
Chapter 3 The Internationalisation Process and Firm Resources
Chapter 4 Strategy Development in International Markets
Part II Decisions in International Markets
Chapter 5 Information for International Marketing Decisions
Chapter 6 Market Selection and Market Portfolio
Chapter 7 Operation modes in International Markets
Chapter 8 Partners in International Marketing
Chapter 9 Standardisation and Adaption of International Marketing
Chapter 10 Product Strategies in International Markets
Chapter 11 Promotion Decisions in International Markets
Chapter 12 Pricing Decisions in International Marketing
Part III Planning and Organising the International Marketing Effort
Chapter 13 Planning the International Marketing Effort
Chapter 14 Organising the International Marketing Effort
Chapter 15 Epilogue and Concluding Remarks
| Erscheinungsdatum | 03.11.2017 |
|---|---|
| Zusatzinfo | 58 Tables, black and white; 79 Line drawings, black and white; 79 Illustrations, black and white |
| Verlagsort | London |
| Sprache | englisch |
| Maße | 174 x 246 mm |
| Gewicht | 453 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-10 | 1-138-73738-0 / 1138737380 |
| ISBN-13 | 978-1-138-73738-9 / 9781138737389 |
| Zustand | Neuware |
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