International marketing reader

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Title:

Author:

Paliwoda, Stanley J.

ISBN:

9780415114004

9780415100397

Publication Information:

London ; New York : Routledge, 1995.

Physical Description:

xx, 336 pages : illustrations ; 24 cm

Contents:

1. Introduction / Stanley J. Paliwoda and John K. Ryans, Jr. -- 2. Foreign market entry methods: a mode choice framework / Angie Driscoll -- 3. Franchising and foreign market entry / F.N. Burton and A.R. Cross -- 4. International marketing and internationalization processes: a network approach / Jan Johanson and Lars Gunnar-Mattsson -- 5. Using networks to determine multinational parental control of subsidiaries / Ulf Andersson and Mats Forsgren -- 6. Multinational market portfolios in global strategy development / Gilbert D. Harrell and Richard O. Kiefer -- 7. Global product management: strategic alternatives / Warren J. Keegan -- 8. Generic product strategies for the world market / Rajan Saxena -- 9. ISO 9000: the new strategic consideration / H. Michael Hayes -- 10. The Deming, Baldrige and European Quality Awards / Behnam Nakhai and Jaoa S. Neves -- 11. Make marketing part of the quality effort / Joseph L. Orsini.

Abstract:

This collection of articles focuses on the particular challenges and issues of international marketing. How can a company break into a new foreign market? What pricing structures should be in operation for a global product? How does one manage a multilingual advertising campaign? The Reader combines previously published articles with new papers commissioned to update classic research in the field. With an international set of contributors and a range of international examples, the book offers a selection of critical studies that analyse each part of the marketing function. It then concludes by reflecting on the creation of the EU, of NAFTA and the unpredictable Westernization of emerging markets of Central and Eastern Europe, showing how the international marketing expert must be able to respond to the rapidly changing global environment.

Subject Term:

Export marketing.

Added Author:

Paliwoda, Stanley J.

Ryans, John K.

Electronic Access:

Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=007009966&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007009966&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Table of contents http://digitool.hbz-nrw.de:1801/webclient/DeliveryManager?pid=761063&custom_att_2=simple_viewer
Inhaltsverzeichnis International marketing reader

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Summary

This collection draws together key readings in international marketing, offering the ideal synthesis of current theoretical developments in the area. It begins with a critical summary of the topical issues and moves on to look at: global marketing infrastructure; international processes; and globalization of markets - products, advertising, distribution, pricing. It concentrates on drawing out the issues involved in international marketing and should be important reading for any student, either undergraduate or MBA, exploring the area more critically and building on introductory texts.