Exploring the inter-relatedness of the key components that impact any international marketing venture – markets, the 4P's, culture, language, political, legal economic systems, and infrastructure -- this book nurtures an understanding of the synergies between international marketing and international business.
Exploring the inter-relatedness of the key components that impact any international marketing venture – markets, the 4P's, culture, language, political, legal economic systems, and infrastructure -- this book nurtures an understanding of the synergies between international marketing and international business.
Daniel W. Baack is an Assistant Professor of Marketing at the University of Denver. His doctoral degree is in International Business and Marketing. His research has been published in leading marketing journals including the Journal of Advertising, Journal of Advertising Research, Journal of Business Research, European Journal of Marketing, International Business Review, and the Journal of Business Research. He has given over 40 presentations to both business professionals and academics in various domestic and global settings, including Canada, Mainland China, Italy, Mexico, Sweden, and Taiwan. He is the co-author of a series of online modules on business ethics and has published a chapter in the recent book A New Generation in International Strategic Management.
Inhaltsangabe
PART I. Essentials of International Marketing 1. Introduction to International Marketing 2. Culture and Cross-Cultural Marketing 3. Global Trade and Integration 4. Country Selection and Entry Strategies 5. International Marketing Planning, Organization and Control PART II. International Markets and Market Research 6. Markets and Segmentation in an International Context 7. International Positioning 8. Market Research in the International Environment PART III. International Product Marketing 9. International Product and Brand Marketing 10. International Product Standardization and Adaptation PART IV. International Pricing and Finance 11. International Pricing 12. International Finance and Pricing Implications PART V. International Place or Distribution 13. International Marketing Channel Management 14. International Distribution: Exporting and Retailing PART VI. International Promotion 15. Globally Integrated Marketing Communications 16. International Sales Promotions and Public Relations
PART I. Essentials of International Marketing 1. Introduction to International Marketing 2. Culture and Cross-Cultural Marketing 3. Global Trade and Integration 4. Country Selection and Entry Strategies 5. International Marketing Planning, Organization and Control PART II. International Markets and Market Research 6. Markets and Segmentation in an International Context 7. International Positioning 8. Market Research in the International Environment PART III. International Product Marketing 9. International Product and Brand Marketing 10. International Product Standardization and Adaptation PART IV. International Pricing and Finance 11. International Pricing 12. International Finance and Pricing Implications PART V. International Place or Distribution 13. International Marketing Channel Management 14. International Distribution: Exporting and Retailing PART VI. International Promotion 15. Globally Integrated Marketing Communications 16. International Sales Promotions and Public Relations
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