International marketing : a global perspective /
Mühlbacher, Hans, 1949- ,
International marketing : a global perspective / Hans Mühlbacher, Helmuth Leihs, Lee Dahringer. - 3rd ed. - xxvi, 737 páginas : ilustraciones a color
Incluye bibliografía.
13. International sales management -- Learning objectives -- Chapter outline -- International marketing spotlight : in a global arena, executives need cross-cultural skills -- International sales management decisions -- International sales policy -- International personal selling -- After-sales activities -- Managing the international salesforce -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 14. International marketing logistics -- Learning objectives -- Chapter outline -- International marketing spotlight : international marketing logistics networks -- International marketing logistics -- International marketing logistics policy -- Operative marketing logistics decisions -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. Incoterms 2000 -- 15. International market communication -- Learning objectives -- Chapter outline -- International marketing spotlight : Häagen-Dazs -- International market communication -- Integrated market communication -- Advertising -- Stakeholder relations -- Sales promotion -- Sponsoring -- Direct market communication -- Impact on marketing mix -- Summary -- Discussion questions -- Useful Internet links -- Additional readings -- 16. International pricing decisions -- Learning objectives -- Chapter outline -- International marketing spotlight : are international prices beyond corporate control? -- International pricing decisions -- International pricing policy -- Factors influencing price setting -- Payment terms -- Managing financial risks -- Countertrade -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 17. International marketing plan -- Learning objectives -- Chapter outline -- International marketing spotlight : a bumpy ride -- International business plan -- International marketing strategy -- International marketing plan -- International marketing planning manual -- Summary -- Discussion questions -- Additional readings -- Useful Internet links. 4. Potential market assessment : political and legal environment -- Learning objectives -- Chapter outline -- International marketing spotlight : competing on legal grounds -- Analyzing the political and legal environment -- Political system -- Major political objectives -- International trade policy -- Legal environment -- ´Managing´ the political and legal environment -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. International treaties and conventions dealing with property rights -- 5. Potential market assessment : cultural environment -- Learning objectives -- Chapter outline -- International marketing spotlight : generation slump -- Influence of culture on international marketing -- A definition of culture -- Analyzing the cultural environment -- ´Managing´ the cultural environment -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 6. Operating environment assessment : firm´s competitive position -- Learning objectives -- Chapter outline -- International marketing spotlight : Grohe Water Technology -- Assessing the competitive position -- Success factors in international marketing -- Competitor analysis -- Determination of distinctive capabilities -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 7. International marketing intelligence -- Learning objectives -- Chapter outline -- International marketing spotlight : Yahoo! -- The intelligence system -- International market research process -- Defining the research problem -- Assessing information needs and availability -- Designing and conducting research -- Interpreting and presenting results -- Organizing for marketing research -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. The ICC/ESOMAR International Code of Marketing and Social Research Practice -- pt. I. Strategic analysis -- 1. Challenge of globalization -- Learning objectives -- Chapter outline -- International marketing spotlight : Red Bull -- Globalization of trade -- Driving forces of international business -- Business response to the challenge -- International marketing -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 2. Potential market assessment : determination of attractive markets -- Learning objectives -- Chapter outline -- International marketing spotlight : RSB-Roundtech -- Process of potential market assessment -- Assessment of country markets -- Determination of attractive country markets -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 3. Potential market assessment : economic environment -- Learning objectives -- Chapter outline -- International marketing spotlight : Karmet Steel -- Assessing the economic environment -- Bases of economic wealth -- Economic wealth indicators -- Economic viability profiles -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. Development banks and funds -- pt. II. Basic strategic decisions -- 8. Intended strategic position -- Learning objectives -- Chapter outline -- International marketing spotlight : Nestlé refines its strategic position -- Intended global strategic position -- Success patterns of the organization -- Major objectives and priorities -- International branding -- Served markets -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 9. Rules of business behavior -- Learning objectives -- Chapter outline -- International marketing spotlight : the Gore philosophy -- Rules of business behavior -- Leadership -- Organizational control -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 10. Resource allocation -- Learning objectives -- Chapter outline -- International marketing spotlight : Trumpf Maschinenbau -- Resource allocation -- International expansion -- Determination of local market-entry strategy -- Organization -- Control of effectiveness -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- pt. III. Building and sustaining the intended global position -- 11. International product management -- Learning objectives -- Chapter outline -- International marketing spotlight : Avent : Rolls-Royce of baby products -- International product decisions -- The total product -- International customers -- International product policy -- International product portfolio management -- Product brand management -- Product quality management -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. Involving consumers via the Internet -- 12. International distribution management -- Learning objectives -- Chapter outline -- International marketing spotlight : make your dealers your partners -- International distribution decisions -- International distribution policy -- Alternative distribution systems -- International channel evaluation -- Channel member selection -- Managing channel relationships -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links --
1844801322 9781844801329
Mercado de exportación--Administración.
658.848 / M952i 2006
International marketing : a global perspective / Hans Mühlbacher, Helmuth Leihs, Lee Dahringer. - 3rd ed. - xxvi, 737 páginas : ilustraciones a color
Incluye bibliografía.
13. International sales management -- Learning objectives -- Chapter outline -- International marketing spotlight : in a global arena, executives need cross-cultural skills -- International sales management decisions -- International sales policy -- International personal selling -- After-sales activities -- Managing the international salesforce -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 14. International marketing logistics -- Learning objectives -- Chapter outline -- International marketing spotlight : international marketing logistics networks -- International marketing logistics -- International marketing logistics policy -- Operative marketing logistics decisions -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. Incoterms 2000 -- 15. International market communication -- Learning objectives -- Chapter outline -- International marketing spotlight : Häagen-Dazs -- International market communication -- Integrated market communication -- Advertising -- Stakeholder relations -- Sales promotion -- Sponsoring -- Direct market communication -- Impact on marketing mix -- Summary -- Discussion questions -- Useful Internet links -- Additional readings -- 16. International pricing decisions -- Learning objectives -- Chapter outline -- International marketing spotlight : are international prices beyond corporate control? -- International pricing decisions -- International pricing policy -- Factors influencing price setting -- Payment terms -- Managing financial risks -- Countertrade -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 17. International marketing plan -- Learning objectives -- Chapter outline -- International marketing spotlight : a bumpy ride -- International business plan -- International marketing strategy -- International marketing plan -- International marketing planning manual -- Summary -- Discussion questions -- Additional readings -- Useful Internet links. 4. Potential market assessment : political and legal environment -- Learning objectives -- Chapter outline -- International marketing spotlight : competing on legal grounds -- Analyzing the political and legal environment -- Political system -- Major political objectives -- International trade policy -- Legal environment -- ´Managing´ the political and legal environment -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. International treaties and conventions dealing with property rights -- 5. Potential market assessment : cultural environment -- Learning objectives -- Chapter outline -- International marketing spotlight : generation slump -- Influence of culture on international marketing -- A definition of culture -- Analyzing the cultural environment -- ´Managing´ the cultural environment -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 6. Operating environment assessment : firm´s competitive position -- Learning objectives -- Chapter outline -- International marketing spotlight : Grohe Water Technology -- Assessing the competitive position -- Success factors in international marketing -- Competitor analysis -- Determination of distinctive capabilities -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 7. International marketing intelligence -- Learning objectives -- Chapter outline -- International marketing spotlight : Yahoo! -- The intelligence system -- International market research process -- Defining the research problem -- Assessing information needs and availability -- Designing and conducting research -- Interpreting and presenting results -- Organizing for marketing research -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. The ICC/ESOMAR International Code of Marketing and Social Research Practice -- pt. I. Strategic analysis -- 1. Challenge of globalization -- Learning objectives -- Chapter outline -- International marketing spotlight : Red Bull -- Globalization of trade -- Driving forces of international business -- Business response to the challenge -- International marketing -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 2. Potential market assessment : determination of attractive markets -- Learning objectives -- Chapter outline -- International marketing spotlight : RSB-Roundtech -- Process of potential market assessment -- Assessment of country markets -- Determination of attractive country markets -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 3. Potential market assessment : economic environment -- Learning objectives -- Chapter outline -- International marketing spotlight : Karmet Steel -- Assessing the economic environment -- Bases of economic wealth -- Economic wealth indicators -- Economic viability profiles -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. Development banks and funds -- pt. II. Basic strategic decisions -- 8. Intended strategic position -- Learning objectives -- Chapter outline -- International marketing spotlight : Nestlé refines its strategic position -- Intended global strategic position -- Success patterns of the organization -- Major objectives and priorities -- International branding -- Served markets -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 9. Rules of business behavior -- Learning objectives -- Chapter outline -- International marketing spotlight : the Gore philosophy -- Rules of business behavior -- Leadership -- Organizational control -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- 10. Resource allocation -- Learning objectives -- Chapter outline -- International marketing spotlight : Trumpf Maschinenbau -- Resource allocation -- International expansion -- Determination of local market-entry strategy -- Organization -- Control of effectiveness -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- pt. III. Building and sustaining the intended global position -- 11. International product management -- Learning objectives -- Chapter outline -- International marketing spotlight : Avent : Rolls-Royce of baby products -- International product decisions -- The total product -- International customers -- International product policy -- International product portfolio management -- Product brand management -- Product quality management -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links -- Appendix. Involving consumers via the Internet -- 12. International distribution management -- Learning objectives -- Chapter outline -- International marketing spotlight : make your dealers your partners -- International distribution decisions -- International distribution policy -- Alternative distribution systems -- International channel evaluation -- Channel member selection -- Managing channel relationships -- Impact on marketing mix -- Summary -- Discussion questions -- Additional readings -- Useful Internet links --
1844801322 9781844801329
Mercado de exportación--Administración.
658.848 / M952i 2006