Screen LibraryInternational marketing management : strategies, concepts and cases in Europe /
In recent decades, against the background of integrated global trade patterns, the complexity of international marketing and management has increased enormously. Accordingly, the momentum of business opportunities and challenges has accelerated, and a fir
Saved in:
| Main Authors: | |
|---|---|
| Corporate Authors: | |
| Group Author: | |
| Published: |
Oldenbourg Wissenschaftsverlag,
|
| Publisher Address: | Berlin ; Boston : |
| Publication Dates: |
2012. ©2011 |
| Literature type: | eBook |
| Language: | English |
| Subjects: | |
| Online Access: |
http://dx.doi.org/10.1524/9783486709223 http://www.degruyter.com/doc/cover/9783486709223.jpg |
| Summary: |
In recent decades, against the background of integrated global trade patterns, the complexity of international marketing and management has increased enormously. Accordingly, the momentum of business opportunities and challenges has accelerated, and a fir This book takes as its perspective that the customer undoubtedly is positioned in the center of the firm s overall management activities. True understanding of the customer requires efficient marketing research about the firm s international business environment. As discussed in the first chapters of the book, the firm s business success depends in part on its ethical standards; thus awareness of its environmental and social responsibility is required. The following chapters concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies. The most efficient techniques of international market segmentation, targeting, and strategic competitive positioning are introduced. Furthermore, concepts of consumer loyalty programs and their implementation in diversified international markets are presented. An important part is dedicated to describing suitable mixes of marketing policies for firms operating in culturally heterogeneous international markets. Finally, forecasting changes in consumer behavior as a tool of planning international marketing activities is taken into consideration. Marketing control mechanisms that seek to increase efficiency of selected marketing activities further contribute to the valuable insights of this publication. |
| Carrier Form: | 1 online resource (xiii, 325 pages) |
| ISBN: | 9783486709223 (electronic bk.) |
| Index Number: | HF1416 |
| CLC: | F740.2 |
| Contents: |
Front Matter -- 1 Chapter: An introduction to international marketing management -- 2 Chapter: Corporate social responsibility in light of internationalization -- 3 Chapter: The international business environment -- 4 Chapter: Strategy Building -- 5 Chapter: International marketing research -- 6 Chapter: Relationship marketing -- 7 Chapter: Consumer behavior in international markets -- 8 Chapter: Consumer behavior application in international marketing -- 9 Chapter: International marketing in practice -- Back Matter |