A fresh addition to the current international marketing literature, Entrepreneurship in International Marketing address both important issues concerning entrepreneurship in the international market and looks at the contemporary international marketing issues.
MARKETING. AND. AIM. VOLUME. 25. With continued globalization of the
markets, more and more firms from around the world, even small- and medium-
sized firms, are venturing into the global markets to seek opportunities to grow
and make ...
The third edition of an established text, this book provides comprehensive treatment of international marketing issues and includes expanded coverage of Eastern Europe and the Pacific Rim. New for this edition are the expanded use of mini cases within the text to illustrate the latest developments in marketing, together with expanded coverage of: South East Asia and the Pacific Rim, Central and Eastern Europe, Globalization, Culture, Financial aspects of marketing. Included throughout are self-assessment and discussion questions, key terms, references and bibliography.
The concept of psychological closeness of one market to another was toprove an
important and useful finding. This modelwas subsequently refined by Cavusgil
and Nevin who went on to identify yetfurthercharacteristics, finding that the ...
Theoretical Framework, Contingency Factors and Empirical Findings from World-Markets
For years academicians and marketing directors have debated the marketing standardisation versus adaptation of international marketing strategy. Despite the great importance of the topic, the debate remains unresolved. At the same time, the continuing globalisation of markets and the growing importance of the emerging BRIC markets make an optimal management of international marketing efforts a necessity. Therefore, this study offers - on the basis of a solid theoretical framework and sound methodological operationalization - empirical findings on how to successfully manage both, the international marketing mix and the related marketing process in world markets. In particular, the marketing strategy pursued by multinational corporations are analysed and compared as well as empirical findings relating to financial and non-financial performance measures are provided.
The subject of international marketing standardisation remains as crucial as ever
in times of globalisation: Despite the long period of time and the considerable
amount of research interest that specific aspects of this debate have received
International Marketing Compact offers a new perspective in teaching international marketing. The authors address issues in a novel way by bringing in cases from advanced and emerging markets. In this connection they also discuss technological requirements of the 21st century and how these developments necessitate a change in looking at international marketing issues. The individual chapters follow the necessary steps to develop and implement projects successfully in the international market place. The knowledge, which is provided for both students and practitioners, is well balanced in terms of theoretical input and managerial application. This is the result of numerous examples presented in this book not only from Europe, but also from other markets throughout the world. The book is addressed to various student groups: those in a bachelor’s program studying business, economics and international trade can well use the book to gain a broad and current perspective on trends in international marketing theory and practice. Those in a master’s program for business, economics and international trade can use the book as a guide for building a theoretical background for their term projects and the case studies they analyze. Those at the PhD level in the same or similar disciplines can take a compact look at 21st century international marketing. It is also beneficial for international students, for example, for Erasmus students at European universities, who are building a common international marketing background and perspective that they can take back to their studies at their home universities.
The purposes for international marketing research are multiple, both on a
strategic and an operational level. In general, the requirements are more
complex, the level of coordination is higher, and the context coined by more or
less unfamiliar ...
The context of international business has evolved over the years, and has always reflected the climate of the time. This book addresses three major changes that have taken place in the last decade in a series of articles compiled by the authors.
All nations have policies that affect international marketing. These policies may
be publicly pronounced or kept secret, they may be disjointed or coordinated,
influence international marketers directly or indirectly, and they may be applied ...
Foundations of International Marketing is a student-orientated text that looks at international marketing from a business perspective. The book explains and analyses the different theories of international marketing and illustrates their application using examples from a variety of different firms, markets, products and services. Foundations of International Marketing is a student-orientated text that looks at international marketing from a business perspective. The book explains and analyses the different theories of international marketing and illustrates their application using examples from a variety of different firms, markets, products and services.
However, companies need to attempt to forecast and that is where an intimate
knowledge of the market can help in estimating future trends there. In the last
chapter we saw some of the problems which arise in overseas market research
due to ...
INTERNATIONAL MARKETING, 8th Edition is a completely up-to-date text for one of the most dynamic upper-level and graduate courses in marketing departments today. It offers the entire range of international marketing topics beginning with start-up operations, continuing with new market entry considerations, and concluding with the international issues confronting giant global marketers. The text is designed for the undergraduate student with prior exposure to the marketing field. Because of its in-depth coverage, it also presents an excellent challenge for graduate instruction and executive education. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
In addition to a strong marketing effort, Absolut has also benefited from changing
U.S. drinking habits.34 Vodkas are now the largest category in the distilled spirits
business, with Absolut ruling the high-class vodka crowd. Certain rules of ...
This book is a collection of ten cases encountered by Malaysian firms when marketing beyond the national boundary. Focusing on real life problems, the cases are selected from five industries, namely frozen prawns, ceramic tiles, cane furniture, cake mix, and fresh cut orchids. Thought-provoking questions are provided at the end of each case to serve as guides for users. Executive and business students who wish to develop and sharpen their analytical and decision-making capabilities will find the cases both interesting and beneficial. The book is expected to be used along with other pedagogical methods for management training and education.
Preface My interest in problems encountered by Malaysian firms that engage in
international marketing and export activities goes back to the late seventies when
l was asked to conduct a survey of Malaysian exporters for the International ...
This volume of Advances in International Marketing is focused on issues that have been largely ignored by the main stream literature in international marketing to emerging markets and by firms from emerging markets.
Features the papers that report a variety of studies examining: international marketing behaviour of firms from emerging markets; market environments and consumer behaviour in emerging markets; and, MNCs' international marketing in emerging ...
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 and broadens the way business students view international markets and marketing. 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. Unlike many US and European texts International Marketing: A Global Perspective does not look out at the international scene from just one standpoint; rather it examines the way businesses go international from a variety of different countries and continents, for instance, from Asia to Europe, Europe to North American and Latin America to the US. The new edition has been brought completely up-to-date and has a full range of ancillary material for lecturers and students.
Unlike many US and European texts International Marketing: A Global Perspective does not look out at the international scene from just one standpoint; rather it examines the way businesses go international from a variety of different ...