Additional Information
Book Details
Abstract
Unlike other international marketing texts, International Marketing, An SME Approach, takes a truly global approach that pulls in both Western and Asia-Pacific perspectives. SME refers to small and medium sized companies, therefore, the focus is firmly on the role of the transnational firm as an international competitor and the role in international activities of managers of their local subsidiary or branch operations.
"This book offers a unique theoretical practical approach to international marketing centered on the requirements of the growing firm. The authors offer innovative learning approaches including excellent web resources and case studies not found elsewhere."
Dr. Thomas O' Toole,
Head of School of Business
, Waterford Institute of Technology
Geared toward undergraduate and post-graduate students studying International Marketing, International Marketing, An SME Approach, blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape.
Other features include:
- Real life examples on practical international marketing planning and strategy
- Comprehensive coverage of the network perspective to international marketing
- Case studies that represent problems and issues confronting managers
- International Marketing Highlights in every chapter which provide a forum for classroom and tutorial discussion
- Emphasis on environmentalism, ethics, electronic commerce and multilateral trade relations
To access the robust ancillary package which includes an Instructor’s Manual, Power Point slides, a test item file, additional case studies and two extra chapters on Winning International Projects and Coping with Countertrade, visit www.booksites.net/deBurca.
Dr. Sean de Burca is Professor of Marketing, University College Dublin, Ireland.
Dr. Richard Fletcher holds the Chair of Marketing and International Business at the University of Western Sydney.
Dr. Linden Brown is Adjunct Professor of Marketing and Director of the Market Strategy and Information Technology (M*SAT) Group at the University of Technology, Sydney, Australia.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| International Marketing | i | ||
| Contents | ix | ||
| Brief contents | vii | ||
| Preface | xxiv | ||
| About the authors | xxxi | ||
| The International Marketing Environment | 1 | ||
| The rationale for international marketing | 2 | ||
| Learning objectives | 3 | ||
| The turbulent landscape of international trade | 3 | ||
| Introduction | 4 | ||
| International highlight: How to stay ahead of globalisation – Intel, AMD, Gucci and Levis | 5 | ||
| The international marketing imperative | 5 | ||
| Approaches to international marketing | 9 | ||
| From domestic to transnational | 9 | ||
| From indirect exporting to foreign direct investment | 9 | ||
| From an export focus to a holistic focus | 10 | ||
| Concepts underlying international marketing | 11 | ||
| Comparative advantage | 11 | ||
| Product life cycle extension | 11 | ||
| Internalisation | 13 | ||
| Relationships and networks | 15 | ||
| The wheel of international marketing | 16 | ||
| The hub | 16 | ||
| The spokes | 17 | ||
| The rim | 17 | ||
| The importance of world trade | 17 | ||
| Internet infusion | 18 | ||
| Summary, Ethics issues, Web workout, Websites, Discussion questions, References | 20 | ||
| Appreciating the international economic and financial environment | 22 | ||
| Learning objectives | 23 | ||
| End trade barriers to cut poverty | 23 | ||
| Economic environment | 24 | ||
| The global economic scene | 24 | ||
| International highlight: Stages of market development: China versus India | 27 | ||
| Marketing implications | 39 | ||
| Measuring markets | 34 | ||
| International highlight: Should we stay or should we go? | 39 | ||
| Financial environment | 41 | ||
| Foreign exchange issues | 41 | ||
| Financial management | 43 | ||
| The international financial system | 46 | ||
| Marketing implications | 49 | ||
| Internet infusion | 50 | ||
| Summary, Ethics issue, Web workout, Websites, Discussion questions, References | 53 | ||
| Catering for the cultural environment of international business | 56 | ||
| Learning objectives | 57 | ||
| Reinventing ice cream | 57 | ||
| Introduction | 58 | ||
| The impact of culture on international marketing | 58 | ||
| Culturally related factors which impact on marketing | 59 | ||
| Cultural universals | 61 | ||
| Elements of culture | 61 | ||
| Expressions of culture | 63 | ||
| Culture as a collective fingerprint | 64 | ||
| International highlight: Creating favourable conditions – feng shui | 65 | ||
| Levels at which culture operates | 66 | ||
| Cultural concepts and cultural differences | 68 | ||
| Key cultural concepts | 68 | ||
| Key cultural differences | 72 | ||
| International highlight: Differences in time and space | 74 | ||
| Culture and communication | 78 | ||
| Verbal communication | 78 | ||
| Non-verbal communication | 78 | ||
| Cultural adaptation and communication | 79 | ||
| Cross-cultural comparisons | 80 | ||
| Bilateral comparisons | 80 | ||
| Global comparisons | 80 | ||
| Social aspects of the conduct of international marketing | 86 | ||
| Social sensitivity | 86 | ||
| Good corporate citizenship | 86 | ||
| Ethical considerations | 87 | ||
| Culture and international negotiation | 88 | ||
| Background to negotiation | 88 | ||
| The environment of international negotiation | 89 | ||
| Culture and the conduct of negotiations | 90 | ||
| Preparing for international negotiation | 90 | ||
| Stages in international negotiation | 92 | ||
| The atmosphere of international negotiations | 94 | ||
| Internet infusion | 96 | ||
| Summary, Ethics issue, Web workout, Websites, Discussion questions, References | 99 | ||
| Avoiding the pitfalls of the international political and legal environment | 102 | ||
| Learning objectives | 103 | ||
| The success of capitalism | 103 | ||
| Introduction | 104 | ||
| The role of government in international marketing | 104 | ||
| Different types of national government | 104 | ||
| Role of government in the economy | 105 | ||
| International highlight: One country, two systems: getting business started in China | 108 | ||
| Political approaches in international marketing | 108 | ||
| Political stability and risk | 109 | ||
| Sources of political instability | 109 | ||
| Nature of political risk | 111 | ||
| Assessment | 111 | ||
| Managing the international political environment | 113 | ||
| Company behaviour | 113 | ||
| International highlight: China punishes firm over its use of the term ‘Taiwan’ | 114 | ||
| Home government actions | 115 | ||
| Contribution to the host country | 115 | ||
| Localisation of operations | 115 | ||
| Globalisation | 116 | ||
| Political risk insurance | 116 | ||
| Marketing implications – political | 116 | ||
| Internet infusion | 117 | ||
| The legal environment | 118 | ||
| International highlight: Gastronomic winds of change | 118 | ||
| Differing legal systems and jurisdictions | 119 | ||
| Legal systems | 119 | ||
| International law | 120 | ||
| Legal jurisdiction | 121 | ||
| Law and the international marketing mix | 122 | ||
| Product | 122 | ||
| Price | 122 | ||
| Distribution | 123 | ||
| Promotion | 123 | ||
| Extraterritorial application of law | 124 | ||
| The impact of law on international operations | 124 | ||
| Environment | 124 | ||
| Human resources | 125 | ||
| Intellectual property protection | 125 | ||
| International highlight: Drug giants told to reveal secrets | 127 | ||
| Reducing the impact | 127 | ||
| Transfer pricing | 127 | ||
| International countertrade | 128 | ||
| Dumping | 128 | ||
| Contracts and dispute resolution | 128 | ||
| Conciliation | 128 | ||
| Arbitration | 129 | ||
| Litigation | 129 | ||
| Marketing implications – legal | 129 | ||
| Internet infusion | 130 | ||
| Summary, Internet infusion, Web workout, Websites, Discussion questions, References | 131 | ||
| The information technology environment | 134 | ||
| Learning objectives: | 135 | ||
| What is happening in cyberspace? | 135 | ||
| Introduction | 136 | ||
| Infrastructure development and economic history – ‘techno-economic paradigms’ | 137 | ||
| Information and communication: the fifth techno-economic paradigm | 138 | ||
| The information revolution and the Internet | 139 | ||
| User access to the World Wide Web | 141 | ||
| International highlight Electronic networks and electronic commerce | 143 | ||
| Global markets and the new information infrastructure – the power of many, the power of three, or the power of lateral thinking? | 145 | ||
| Internet infusion | 146 | ||
| International highlight Global opportunities for SMEs through the Internet | 148 | ||
| The new information infrastructure in 2005 | 149 | ||
| International highlight Bluetooth versus Wi-Fi – the new connectivity technology | 155 | ||
| Implications for international marketing | 150 | ||
| International highlight: The big gamble | 150 | ||
| International diffusion of innovation | 152 | ||
| Summary, Ethics issue, Web workout, Discussion questions, References | 156 | ||
| Researching international markets | 158 | ||
| Learning objectives | 159 | ||
| Common international research mistakes | 159 | ||
| Introduction | 160 | ||
| International research decisions | 160 | ||
| International market research | 161 | ||
| Stages | 162 | ||
| Issues | 163 | ||
| International research process | 163 | ||
| Problem formulation | 164 | ||
| Research design | 164 | ||
| Research in developing countries | 169 | ||
| Data collection | 169 | ||
| International highlight Market research booming in Russia | 170 | ||
| Secondary data | 170 | ||
| Primary data | 174 | ||
| International highlight Toyota makes design changes for the US female market | 178 | ||
| Interpretation | 180 | ||
| Other issues | 182 | ||
| Government export assistance | 186 | ||
| Internet infusion | 187 | ||
| Summary, Ethics issue, Web workout, Websites, Discussion questions, References | 190 | ||
| Case study 1 Inditex-Zara (1974–2002): from local to global Vicente A. López, | 194 | ||
| Case study 2 Jurys Doyle Hotel Group plc Mike Moroney, | 201 | ||
| Case study 3 The battle for the skies: Do low fare airline passengers expect low service quality? Gavin Lonergan MBS, | 207 | ||
| Case study 4 Marketing activities using B2B online technology in the pharmaceutical industry: the case of CiraNet in Egypt Khaled M. Shaker, | 211 | ||
| Case study 5 The cat that conquered the world: Hello Kitty and the spread of Nippon culture Jan Charbonneau, | 214 | ||
| Case study 6 HP-Compaq: a new beginning Seán de Búrca and Evelyn Roche, | 219 | ||
| The International Marketing Mix | 223 | ||
| International market selection and entry | 224 | ||
| Learning objectives | 225 | ||
| Small exporters lead the way | 225 | ||
| Introduction | 226 | ||
| Alternative approaches to market selection | 226 | ||
| Screening for market selection | 228 | ||
| Analysing the attractiveness of individual markets | 228 | ||
| A screening approach | 228 | ||
| Market selection in the new millennium | 235 | ||
| Modes of entering international markets | 236 | ||
| Export-based entry | 236 | ||
| International highlight: Starbucks enters China | 237 | ||
| Manufacturing-based entry | 238 | ||
| International highlight: Aventis – Bridging the gap between France and Germany | 239 | ||
| Relationship-based entry | 240 | ||
| Evaluation of entry modes | 241 | ||
| Theories of market entry | 241 | ||
| Dunning’s eclectic paradigm | 241 | ||
| Williamson’s transaction cost approach | 243 | ||
| Information for market entry and expansion | 243 | ||
| Approaches to internationalisation | 246 | ||
| A holistic view of internationalisation | 249 | ||
| Internet infusion | 235 | ||
| Summary | 252 | ||
| Ethics issue | 252 | ||
| Web workout | 252 | ||
| Modifying products for international markets | 256 | ||
| Learning objectives | 257 | ||
| McDonald’s rise in France | 257 | ||
| Introduction | 258 | ||
| The product | 258 | ||
| International product strategies | 259 | ||
| Tailoring products to suit international markets | 266 | ||
| Marketing industrial products internationally | 274 | ||
| Branding and packaging for international markets | 277 | ||
| Marketing services internationally | 288 | ||
| Learning objectives | 289 | ||
| Microsoft’s European battle | 289 | ||
| Introduction | 290 | ||
| The nature of services | 290 | ||
| Marketing services in the international marketplace | 294 | ||
| Promotion in international marketing | 310 | ||
| Learning objectives | 311 | ||
| Advertising in the nude | 311 | ||
| Introduction | 312 | ||
| Communication theory | 312 | ||
| Factors in international communication | 316 | ||
| Content of international communication | 321 | ||
| Pull strategies in international promotion | 325 | ||
| Push strategies | 337 | ||
| Communication in emerging markets | 345 | ||
| Issues | 346 | ||
| International pricing for profit | 354 | ||
| Learning objectives | 355 | ||
| Anti-dumping actions | 355 | ||
| Introduction | 356 | ||
| International pricing issues | 356 | ||
| International pricing strategy | 361 | ||
| International price setting | 369 | ||
| Constraints on setting prices | 377 | ||
| Global pricing strategies | 380 | ||
| Effective international distribution | 388 | ||
| Learning objectives | 389 | ||
| The elusive agent | 389 | ||
| Introduction | 390 | ||
| Distribution strategies | 395 | ||
| Distribution criteria | 400 | ||
| Managing international distribution | 404 | ||
| Global distribution issues | 415 | ||
| Physical distribution | 418 | ||
| Case study 7 Accenture: renamed, redefined, reborn John Brennan, Richard Burke, Declan Cahill and Chris Mulhall | 426 | ||
| Case study 8 Kylemore Abbey: branding an international tourism product Ann M. Torres | 432 | ||
| Case study 9 2003 Special Olympics World Summer Games: the contribution ofcommercial sponsors1 Peter McNamara, Garrett Murray, Carolin Grampp and Paul Brown | 439 | ||
| Case study 10 From exporters to global producers: the big four Australian wine companies Catherine Welch | 447 | ||
| Case study 11 Abrakebabra: capturing market share through food franchising Rosalind Beere and Peter McNamara | 452 | ||
| Case study 12 MCC – SMART Car Seán de Búrca and Evelyn Roche | 457 | ||
| International Marketing Strategy | 461 | ||
| Planning and strategy for international marketing | 462 | ||
| Learning objectives | 463 | ||
| Strategic moves of IBM and Sun Microsystems all depend on Linux | 463 | ||
| Introduction | 464 | ||
| The context of international strategic market planning | 465 | ||
| Steps in the international marketing planning process | 469 | ||
| Challenges to international marketing planning | 484 | ||
| Practical international marketing planning | 486 | ||
| Internet infusion | 490 | ||
| Summary | 491 | ||
| Ethics issue | 492 | ||
| References | 493 | ||
| Gaining international competitive advantage | 494 | ||
| Learning objectives | 495 | ||
| Technology makes the difference: Extended ERP | 495 | ||
| Introduction | 496 | ||
| National competitive advantage | 496 | ||
| Competitive advantage and generic strategies | 502 | ||
| Value chain analysis | 505 | ||
| Competitor analysis | 508 | ||
| Obtaining competitive intelligence | 515 | ||
| Leveraging capabilities | 516 | ||
| Internet infusion | 516 | ||
| Summary | 519 | ||
| References | 520 | ||
| International competitive marketing strategies and competitive position | 522 | ||
| Learning objectives | 523 | ||
| New EU regulations on anti-competitive behaviour | 523 | ||
| Introduction | 524 | ||
| Competitive position model | 524 | ||
| The dominant leader in international markets | 529 | ||
| The dominant firm profile | 530 | ||
| Strategies for the international dominant firm | 531 | ||
| Strategies for international market leadership | 534 | ||
| Strategies for the international challenger | 537 | ||
| Strategies for the international follower | 542 | ||
| Strategies for the international niche firm | 545 | ||
| Contemporary Challenges in International Marketing | 637 | ||
| Incorporating international trade relations into international marketing | 638 | ||
| Learning objectives | 639 | ||
| Working for manufacturers without factories | 639 | ||
| Introduction | 640 | ||
| Marketing context | 640 | ||
| Role of government | 642 | ||
| Multilateral trade relations | 645 | ||
| Regional trade groupings | 649 | ||
| Bilateral trade relations | 655 | ||
| Commodity agreements | 660 | ||
| Managed trade | 660 | ||
| Internet infusion | 662 | ||
| Summary | 663 | ||
| References | 665 | ||
| Electronic commerce in international marketing | 666 | ||
| Introduction | 669 | ||
| Overview of electronic commerce | 671 | ||
| Electronic commerce business models for international marketing | 676 | ||
| The Internet as a new international marketplace | 680 | ||
| The challenge of moving from ‘place’ to ‘space’ | 686 | ||
| Internet infusion | 688 | ||
| Summary | 689 | ||
| References | 691 | ||
| Index | 705 |