International Marketing (RLE International Business) : Strategy and Management.

Format:

Book

Author/Creator:

Gilligan, Colin.

Contributor:

Hird, Martin.

Series:

Routledge Library Editions: International Business Series

Language:

English

Subjects (All):

Export marketing.

Export marketing--Case studies.

Export marketing -- Case studies.

Physical Description:

1 online resource (329 pages)

Edition:

1st ed.

Place of Publication:

London : Taylor & Francis Group, 2012.

Summary:

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.

Contents:

Intro

INTERNATIONAL MARKETING Strategy and Management

Copyright

INTERNATIONAL MARKETING STRATEGY AND MANAGEMENT

Contents

List of Tables

List of Figures

Acknowledgements

Preface

Introduction

1. The Growth of International Business

The Nature of International Marketing

The Theory of Comparative Advantage

The International Product Life Cycle

The Role of the Multinational Corporations

Barriers to Trade

References

Appendix 1.1: Regional Agreements

Appendix 1.2: Forms of Market Agreement

Appendix 1.3: Current Market Agreements

Part One: The International Marketing Environment and Approaches to Opportunity Analysis

2. The International Marketing Environment

The Economic Environment

The Microeconomic Environment

The Influence of the Economic Environment upon Marketing Strategies

The Cultural Environment

The Political Environment

The Legal Environment

Summary

Appendix 2.1: Politics and the Multinationals

Appendix 2.2: The Banana Market and the Effects of a Trade Embargo

Appendix 2.3: The Role of (Unsuccessful) Political Intervention in the Award of a Defence Contract

3. International Marketing Research and Opportunity Analysis

Identifying and Analysing Market Opportunity

The Scope of Opportunity Analysis

Assessing Opportunities and Threats

Opportunities within the Pacific Rim

Sources of Data

The Comparability of International Data

Planning and Implementing an International Research Programme

Organising the International Research Function

Appendix 3.1: British Exporters' Use of Market Research

Appendix 3.2: A Summary of the Services Offered by the British Overseas Trade Board

Part Two: Market Entry Decisions and Approaches to International Marketing Planning.

4. Market Entry Strategies

Entering Foreign Markets

Indirect Exporting

Direct Exporting

Selecting Markets and Distributors

Foreign Manufacturing Strategies

Market Entry and Marketing Strategy

International Market Segmentation

Appendix 4.1: The World Motor Industry: The Growth of Joint Ventures

5. International Marketing Planning

The Nature and Purpose of Planning

The Evolution of Business Planning

International Marketing Planning

The Structure of the Marketing Plan

Short-term International Planning: the Specific Issues

Long-range International Planning: the Specific Issues

The Strategic Challenges for Multinational Corporations

Appendix 5.1: Japanese Marketing Strategies

Part Three: Developing, Implementing and Controlling the International Marketing Mix

6. International Product Policies and Strategies

The Nature of International Product Policy

International Product Policy: Objectives and Strategies

Product Life Cycles in International Markets

Standardised, Differentiated and Global Products

The Move towards Global Strategies

Standardised versus Differentiated Products

The Use of Portfolio Analysis

International Products - Planning and Development

New Products in International Markets

Managing International New Product Development

Appendix 6.1: The Launch of a New Ford Transit

Appendix 6.2: Black and Decker and the DIY market

Appendix 6.3: Ford's American Import Strategy

7. International Pricing Decisions

The Strategic Role of Price

The Determinants of Price

The Nature of Pricing Objectives

Methods of Pricing

Issues in Export Pricing

The Role of Credit

Transfer Pricing

Foreign Market Pricing

The Influence of Fluctuating Exchange Rates.

Leasing and Countertrade

Appendix 7.1: The Use of Soft-credit to Win International Contracts

Appendix 7.2: Hawker-Siddeley and Indonesian State Railways

Appendix 7.3: Saudi Arabia and British Aerospace

Appendix 7.4: The Effects of Fluctuating Exchange Rates

8. International Promotional Decisions

Advertising in International Markets

International Advertising Decision

The Nature of Advertising Objectives

Selection of an Agency

The International Advertising Budget

The Choice of Message

The Choice of Media

Measuring Advertising Effectiveness

Organisational Issues

Image, Reputation and Country of Origin

9. International Distribution and Logistical Decisions

International Channels of Distribution

Approaches to Managing Foreign Distribution

Types of Channel in International Marketing

Factors in Channel Selection

Managing and Motivating Channel Middlemen

The Terms and Responsibilities of Middlemen

The Evolution of International Channels

Physical Distribution in International Markets

10. Organising for International Marketing

The Unique Problems of International Organisation

Issues of Centralisation versus Decentralisation

The Evolution of International Structures

The Organisational Alternatives

Organisation in Practice

Implementing Organisational Change

European and American Multinational Structures

Future Organisational Scenarios

Appendix 10.1: Case: Reckitt and Colman PLC

Index.

Notes:

Description based on publisher supplied metadata and other sources.

First published in 1986 by Croom Helm.

Includes bibliographical references and index.

Other Format:

Print version: Gilligan, Colin International Marketing (RLE International Business)

ISBN:

9781135133870

OCLC:

823719076