Additional Information
Book Details
Abstract
International Marketing Strategy, 5th Edition illustrates the full range of tasks facing the firm in today’s competitive business environment. The book explains how to integrate the various market entry and development strategies into a series of decisions that reflect an interplay of the international marketing environment, technological forces and strengths and weaknesses of the firm.
The book is truly international and has been written from the point of view of the firm competing in international markets irrespective of country of origin and is strongly research based.
The fifth edition is relevant for final year undergraduates or postgraduates who already have a marketing management background. This book will also appeal to the manager who thinks strategically about the development and growth of the firm in international markets and to managers who wish to keep abreast of the most recent thinking in their specialized field.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | |||
| International Marketing Strategy | i | ||
| Contents | vii | ||
| Preface | xix | ||
| Acknowledgements | xxv | ||
| Scope of international marketing strategy | 1 | ||
| Strategic approaches to international markets | 1 | ||
| International marketing strategy | 2 | ||
| Standardization or customization | 5 | ||
| International marketing environment | 15 | ||
| Understanding international marketing: a framework | 22 | ||
| Summary | 24 | ||
| Questions | 24 | ||
| References | 25 | ||
| Part1 Understanding the international marketing environment | 27 | ||
| International marketing in the global economy | 29 | ||
| Theory and practice of international marketing | 29 | ||
| Managerial theory of international marketing | 30 | ||
| Trade and transaction costs | 33 | ||
| Nature of the international firm | 36 | ||
| Summary | 40 | ||
| Questions | 40 | ||
| References | 41 | ||
| Company resources and capabilities | 42 | ||
| Characteristics of the international firm | 42 | ||
| Management of the international firm | 49 | ||
| Company resources in the business system | 55 | ||
| Summary | 61 | ||
| Questions | 62 | ||
| References | 62 | ||
| Analysis of international competitors | 64 | ||
| Meaning of international competition | 64 | ||
| Understanding competitors in international markets | 69 | ||
| Summary | 75 | ||
| Questions | 76 | ||
| References | 76 | ||
| Culture, values and technology | 77 | ||
| Influence of culture in international marketing | 77 | ||
| Cultural determinants of marketing behaviour in the international firm | 79 | ||
| Analysis of culture influence | 89 | ||
| Summary | 102 | ||
| Questions | 102 | ||
| References | 103 | ||
| Political economy and created advantage | 105 | ||
| Impact of market integration | 106 | ||
| Challenge of open markets | 109 | ||
| Comparative advantage and competitive advantage | 110 | ||
| Phenomenon of emerging markets | 115 | ||
| Industrial and commercial policy | 116 | ||
| Summary | 121 | ||
| Questions | 122 | ||
| References | 122 | ||
| Public policy risk and regulation | 123 | ||
| Public policy environment of international marketing | 123 | ||
| Regulating international transfers | 129 | ||
| International legal framework | 134 | ||
| Summary | 139 | ||
| Questions | 140 | ||
| References | 140 | ||
| Part2 Product and brand strategies in international markets | 141 | ||
| The consumer products firm | 143 | ||
| Consumer products in international markets | 144 | ||
| Consumer products as competitive platforms | 149 | ||
| Summary | 157 | ||
| Questions | 158 | ||
| References | 158 | ||
| The industrial products firm | 159 | ||
| Nature of industrial markets | 160 | ||
| Organizing for industrial buying | 163 | ||
| Assessing international competitive positions | 166 | ||
| Routes to international markets | 172 | ||
| Summary | 174 | ||
| Questions | 174 | ||
| References | 175 | ||
| The services firm | 176 | ||
| Growth of services in world markets | 176 | ||
| Nature of services in international marketing | 177 | ||
| Constraints on the international service firm | 178 | ||
| International marketing of services | 182 | ||
| Restrictions on international marketing of services | 186 | ||
| Summary | 187 | ||
| Questions | 187 | ||
| References | 188 | ||
| Building the global brand | 189 | ||
| Branding phenomenon in international markets | 190 | ||
| Characteristics of a global brand | 191 | ||
| International brand strategies | 193 | ||
| Brand positioning in international markets | 196 | ||
| Protecting the brand | 201 | ||
| Summary | 204 | ||
| Questions | 204 | ||
| References | 205 | ||
| Selecting international markets | 206 | ||
| International market selection process | 206 | ||
| Segmenting international markets | 207 | ||
| Mechanics of international market selection | 212 | ||
| Managing international product-market complexity | 219 | ||
| Summary | 221 | ||
| Questions | 221 | ||
| References | 222 | ||
| Part3 Strategic challenge of international market entry | 223 | ||
| Market entry – exporting | 225 | ||
| Nature of exporting | 225 | ||
| Determinants of export behaviour | 227 | ||
| Export decision process | 229 | ||
| Model of the export decision process | 230 | ||
| Costs and competitiveness of exporting | 236 | ||
| Summary | 237 | ||
| Questions | 238 | ||
| References | 238 | ||
| Market entry – strategic alliances | 240 | ||
| Nature of strategic alliances | 240 | ||
| Marketing partnership agreements | 242 | ||
| Licensing to enter international markets | 243 | ||
| Franchising to enter international markets | 246 | ||
| Joint ventures to enter international markets | 248 | ||
| Selecting a partner for a strategic alliance | 256 | ||
| Evaluation of strategic alliances | 258 | ||
| Summary | 260 | ||
| Questions | 261 | ||
| References | 261 | ||
| Market entry – acquisition and direct investment | 263 | ||
| Obtaining locational advantage | 264 | ||
| Acquisition | 264 | ||
| Foreign direct investment | 269 | ||
| Motives for foreign direct investment | 271 | ||
| Evaluation of new foreign ventures and acquisitions | 276 | ||
| Summary | 278 | ||
| Questions | 278 | ||
| References | 279 | ||
| Market entry – a strategic approach | 280 | ||
| Dynamics of international market entry | 280 | ||
| International market entry – concept and modes | 282 | ||
| Framework for international market entry | 284 | ||
| Selecting mode of international market entry | 288 | ||
| Sequencing international market entry | 294 | ||
| Summary | 296 | ||
| Questions | 296 | ||
| References | 297 | ||
| Part4 International marketing operations | 299 | ||
| Channels of international distribution | 301 | ||
| Nature of international channels of distribution | 301 | ||
| Structure and function of channels of distribution | 305 | ||
| Cost effectiveness and control in international distribution channels | 311 | ||
| Power in international channels of distribution | 316 | ||
| Summary | 325 | ||
| Questions | 325 | ||
| References | 326 | ||
| Pricing in international markets | 328 | ||
| General influences on international pricing | 328 | ||
| Impact of exchange rates | 331 | ||
| Framework for pricing in international markets | 335 | ||
| Pricing and distribution channels | 338 | ||
| Summary | 346 | ||
| Questions | 346 | ||
| References | 347 | ||
| Selling and negotiating in international markets | 348 | ||
| Selling and negotiating in international marketing | 348 | ||
| International marketing negotiations | 350 | ||
| Selling and negotiating strategies | 355 | ||
| Selling and promoting industrial products | 359 | ||
| Cultural integration of negotiation and selling | 360 | ||
| The international sales team | 365 | ||
| Summary | 368 | ||
| Questions | 368 | ||
| References | 369 | ||
| International marketing operations and performance | 371 | ||
| Strategic planning framework | 371 | ||
| Aligning international marketing strategies | 376 | ||
| Evaluating international marketing performance | 382 | ||
| Strategic control in international marketing | 387 | ||
| Summary | 390 | ||
| Questions | 390 | ||
| References | 391 | ||
| Company index | 392 | ||
| Name index | 394 | ||
| Subject index | 399 |