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International Marketing and Export Management

International Marketing and Export Management

Gerald Albaum | Edwin Duerr | Alexander Josiassen


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Book Details


Albaum, Duerr & Josiassen, International Marketing and Export Management, 8e


International Marketing and Export Management 8e offers an accessible state-of-the-art text in international marketing. The book covers the evolving internationally competitive landscape that almost all firms and consumers find themselves acting in today. Consumers because they often make consumption choices where there are international options, and firms because they either compete internationally or have international competitors in their domestic market.


The eighth edition retains its clear and comprehensive coverage of the opportunities for companies of all sizes and in all industries in the export of goods, services, intellectual property and business models.


Written in a no-nonsense style, the book has been updated to offer the most up-to-date discussion of the literature in the area.


Key features include:

  • A thorough outline of the international environment that firms and consumers find themselves in.
  • In terms of critical literature this text makes extensive use of truly international marketing theories and models, rather than merely using generic marketing theories and models in an international context.
  • Comprehensive coverage of international consumer behaviour such as country-of-origin theories and models.
  • Increased coverage of the service sector.
  • Greater emphasis on corporate social responsibility and ethics.

The book is ideal for undergraduate and postgraduate students taking modules in International Marketing, Export Marketing, International Trade or International Business.


About the authors

Gerald Albaum is Research Professor at the Robert O. Anderson Schools of Management, University of New Mexico, and Professor Emeritus of Marketing at the University of Oregon, USA. He is also Senior Research Fellow at the IC2 Institute, University of Texas, Austin, USA. He has been a visiting professor and scholar at universities in Canada, Denmark, New Zealand, Australia, Turkey, France, Finland and Hong Kong.


Edwin Duerr is a Professor Emeritus of International Business at San Francisco State University, USA. He has been a visiting professor at universities in Japan, Brazil, Germany, Denmark, Sweden and the Netherlands, and has extensive consulting business around the globe. He is also Senior Editor of The Journal of International Business and Economy.


Alexander Josiassen is Centre Director at the Department of Marketing, Copenhagen Business School, Denmark. Alexander is also a visiting professor at RMIT University, Australia. He has won several international awards for his research and teaching in the area of international marketing and management. Alexander is a frequent key note speaker at international conferences and consultant of major international corporations.

Table of Contents

Section Title Page Action Price
Cover Cover
Title page iii
Copyright page iv
Brief contents vii
Contents ix
Preface xv
About the authors xix
List of abbreviations xx
Publisher’s acknowledgements xxiv
Chapter 1 International marketing and exporting 1
Introduction 2
Five reasons why rapid growth in international business will continue to be the norm rather than the exception 6
Increasing competitive demands on business worldwide 11
Problems and needs 14
Being effective: the nature and practice of international marketing 17
Export marketing planning and strategy 28
The impact of technology 35
Entrepreneurial approaches to international marketing 38
The growth of non-traditional exports 41
Purpose and approach of the book 46
Appendix: The worldwide recession and recovery of 2007–2016 47
Questions for discussion 48
References 49
Further reading 52
Case study 1.1 Voice4u 53
Case study 1.2 New United Motors Manufacturing Inc. 53
Case study 1.3 Export of art goods from Hungary 63
Case study 1.4 eBay, Inc. 64
Case study 1.5 Dell, Inc. 67
Chapter 2 Bases of international marketing 72
Introduction 72
Potential benefits from export marketing 73
International trade theories 76
Export behavior theories and motives 84
The development of export in the firm: internationalization stages 92
Exporting and the network model 94
Ethical/moral issues 97
Social responsibility and the business environment 102
Summary 111
Questions for discussion 111
References 112
Further reading 114
Case study 2.1 BP 115
Case study 2.2 Toyota Motor Corporation 120
Case study 2.3 GlaxoSmithKline PLC 122
Chapter 3 The international environment: culture, economic forces, and competition 127
Introduction 127
Culture and the socio-cultural environment 128
Economic forces 143
Competition 149
Summary 153
Questions for discussion 153
References 153
Further reading 155
Case study 3.1 Supreme Canning Company 156
Case study 3.2 Ford Motor Company 158
Chapter 4 The international environment: government, political, and legal forces 162
Introduction 162
Role of government 163
Economic integration 179
Summary 184
Questions for discussion 184
References 184
Further reading 185
Case study 4.1 Avon Products, Inc. (A) 186
Case study 4.2 Woberg Company 192
Chapter 5 Market selection: definition and strategies 194
Introduction 195
Market definition and segmentation 199
Market selection process, procedure, and strategy 206
Foreign market portfolios: technique and analysis 226
Summary 230
Questions for discussion 230
References 231
Further reading 234
Case study 5.1 IKEA 234
Case study 5.2 7-Eleven Japan 237
Case study 5.3 Better Way Company Limited 240
Chapter 6 Information for international marketing decisions 243
Introduction 243
Export marketing research 247
Summary 264
Questions for discussion 264
References 264
Further reading 266
Case study 6.1 SAN A/S 267
Case study 6.2 Aquabear AB 269
Chapter 7 Market entry strategies 271
Introduction 271
Entry as a channel decision 272
Importance of the entry decision 273
Entry as a strategy 277
Factors influencing choice of entry mode 285
Managing the channel 293
Selecting the entry mode 295
Using free areas 297
Summary 297
Questions for discussion 298
References 298
Further reading 300
Case study 7.1 Avon Products, Inc. (B) 301
Case study 7.2 Klako Group 303
Chapter 8 In depth with entry modes 305
Introduction 305
Indirect export 308
Direct export 321
Foreign sales branch 325
Online technologies 335
Gray market exporting 338
Measuring performance 341
Summary 343
Questions for discussion 343
References 344
Further reading 346
Appendix: Developing an export plan 347
Case study 8.1 Sinova Management Consultancy Ltd. 349
Case study 8.2 Quint Winery 350
Case study 8.3 Nestlé 353
Case study 8.4 Urban Outfitters 356
Chapter 9 Nonexport entry modes 358
Introduction 358
Alternative modes of entry 360
Manufacturing facilities 362
Assembly operations 375
Strategic alliances 377
Choosing between alternatives 393
Summary 395
Questions for discussion 395
References 396
Further reading 399
Case study 9.1 GG Farm Machinery Company 400
Case study 9.2 VW in China 401
Case study 9.3 Sonya Mafdden 405
Case study 9.4 Wah Shing Toys 405
Chapter 10 Product decisions 407
Introduction 408
Product policy 408
Product planning and development 409
Product mix decisions 426
Standardization versus adaptation 434
Packaging 441
Brand image 447
International consumer behavior and origin 455
Summary 464
Questions for discussion 465
References 466
Further reading 470
Case study 10.1 Tata Motors and Tata Daewoo 471
Case study 10.2 General Motors, GM Daewoo, and Hyundai 472
Case study 10.3 The Pampered Chef 473
Case study 10.4 The internationalization of Chinese brands 476
Case study 10.5 Royal Philips Electronics 479
Case study 10.6 The Boeing Company 480
Chapter 11 Pricing decisions 483
Introduction 483
Fundamental export pricing objectives and strategies 485
Determinants of an export price 490
Relation of export to domestic price policies 505
Exchange rate changes, currency issues, and hedging 511
The price quotation 515
Transfer pricing 521
Summary 525
Questions for discussion 526
References 526
Further reading 528
Case study 11.1 RAP Engineering and Equipment Company 528
Case study 11.2 The Capitool Company 529
Case study 11.3 Strato Designs 532
Chapter 12 Financing and methods of payment 534
Introduction 534
Export financing terms of payment 535
Export credit insurance 538
Countertrade 539
Summary 545
Questions for discussion 548
References 548
Further reading 549
Case study 12.1 Tainan Glass Manufacturing Company 549
Case study 12.2 Arion Exports 550
Chapter 13 Promotion and marketing communication 562
Introduction 562
Export marketing promotion and communication decisions 565
Alternative techniques of promotion 572
Promotional programs and strategy 595
Standardization or adaptation? 599
Advertising transference 606
Management issues 608
Summary 609
Questions for discussion 610
References 611
Further reading 612
Case study 13.1 Christa Clothing International 613
Case study 13.2 Nove Ltd 617
Case study 13.3 Eli’s Cheesecake Company 619
Case study 13.4 Kraft Foods 623
Chapter 14 Supply chain management and handling export orders 624
Introduction 624
Handling the export order 627
Physical distribution 630
Logistics and the systems concept 634
Structure of international physical distribution 641
A concluding comment 667
Questions for discussion 667
References 667
Further reading 668
Case study 14.1 Jaguar Electronics, Inc. 669
Case study 14.2 Primex Marketing, Inc. 671
Case study 14.3 EFI Logistics 674
Glossary 676
Index 693