International marketing strategy

Cover......Page 1
International Marketing Strategy......Page 3
Contents......Page 9
Preface......Page 21
Acknowledgements......Page 27
 Strategic approaches to international markets......Page 31
 International marketing strategy......Page 32
 Standardization or customization......Page 35
 International marketing environment......Page 45
 Understanding international marketing: a framework......Page 52
 Questions......Page 54
 References......Page 55
Part1 Understanding the international marketing environment......Page 57
  Theory and practice of international marketing......Page 59
  Managerial theory of international marketing......Page 60
  Trade and transaction costs......Page 63
  Nature of the international firm......Page 66
  Questions......Page 70
  References......Page 71
  Characteristics of the international firm......Page 72
  Management of the international firm......Page 79
  Company resources in the business system......Page 85
  Summary......Page 91
  References......Page 92
  Meaning of international competition......Page 94
  Understanding competitors in international markets......Page 99
  Summary......Page 105
  References......Page 106
  Influence of culture in international marketing......Page 107
  Cultural determinants of marketing behaviour in the international firm......Page 109
  Analysis of culture influence......Page 119
  Questions......Page 132
  References......Page 133
  Political economy and created advantage......Page 135
  Impact of market integration......Page 136
  Challenge of open markets......Page 139
  Comparative advantage and competitive advantage......Page 140
  Phenomenon of emerging markets......Page 145
  Industrial and commercial policy......Page 146
  Summary......Page 151
  References......Page 152
  Public policy environment of international marketing......Page 153
  Regulating international transfers......Page 159
  International legal framework......Page 164
  Summary......Page 169
  References......Page 170
Part2 Product and brand strategies in international markets......Page 171
 The consumer products firm......Page 173
  Consumer products in international markets......Page 174
  Consumer products as competitive platforms......Page 179
  Summary......Page 187
  References......Page 188
  The industrial products firm......Page 189
  Nature of industrial markets......Page 190
  Organizing for industrial buying......Page 193
  Assessing international competitive positions......Page 196
  Routes to international markets......Page 202
  Questions......Page 204
  References......Page 205
  Growth of services in world markets......Page 206
  Nature of services in international marketing......Page 207
  Constraints on the international service firm......Page 208
  International marketing of services......Page 212
  Restrictions on international marketing of services......Page 216
  Questions......Page 217
  References......Page 218
  Building the global brand......Page 219
  Branding phenomenon in international markets......Page 220
  Characteristics of a global brand......Page 221
  International brand strategies......Page 223
  Brand positioning in international markets......Page 226
  Protecting the brand......Page 231
  Questions......Page 234
  References......Page 235
  International market selection process......Page 236
  Segmenting international markets......Page 237
  Mechanics of international market selection......Page 242
  Managing international product-market complexity......Page 249
  Questions......Page 251
  References......Page 252
Part3 Strategic challenge of international market entry......Page 253
  Nature of exporting......Page 255
  Determinants of export behaviour......Page 257
  Export decision process......Page 259
  Model of the export decision process......Page 260
  Costs and competitiveness of exporting......Page 266
  Summary......Page 267
  References......Page 268
  Nature of strategic alliances......Page 270
  Marketing partnership agreements......Page 272
  Licensing to enter international markets......Page 273
  Franchising to enter international markets......Page 276
  Joint ventures to enter international markets......Page 278
  Selecting a partner for a strategic alliance......Page 286
  Evaluation of strategic alliances......Page 288
  Summary......Page 290
  References......Page 291
  Market entry – acquisition and direct investment......Page 293
  Acquisition......Page 294
  Foreign direct investment......Page 299
  Motives for foreign direct investment......Page 301
  Evaluation of new foreign ventures and acquisitions......Page 306
  Questions......Page 308
  References......Page 309
  Dynamics of international market entry......Page 310
  International market entry – concept and modes......Page 312
  Framework for international market entry......Page 314
  Selecting mode of international market entry......Page 318
  Sequencing international market entry......Page 324
  Questions......Page 326
  References......Page 327
Part4 International marketing operations......Page 329
  Nature of international channels of distribution......Page 331
  Structure and function of channels of distribution......Page 335
  Cost effectiveness and control in international distribution channels......Page 341
  Power in international channels of distribution......Page 346
  Questions......Page 355
  References......Page 356
  General influences on international pricing......Page 358
  Impact of exchange rates......Page 361
  Framework for pricing in international markets......Page 365
  Pricing and distribution channels......Page 368
  Questions......Page 376
  References......Page 377
  Selling and negotiating in international marketing......Page 378
  International marketing negotiations......Page 380
  Selling and negotiating strategies......Page 385
  Selling and promoting industrial products......Page 389
  Cultural integration of negotiation and selling......Page 390
  The international sales team......Page 395
  Questions......Page 398
  References......Page 399
  Strategic planning framework......Page 401
  Aligning international marketing strategies......Page 406
  Evaluating international marketing performance......Page 412
  Strategic control in international marketing......Page 417
  Questions......Page 420
  References......Page 421
Company index......Page 422
Name index......Page 424
Subject index......Page 429