Carl Arthur Solberg, Havard Huse

Strategic International Marketing

Strategy Development and Implementation

• Broschiertes Buch

Produktbeschreibung

Offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise, using the Nine Strategic Windows model. Considers how technological development has shaped buyer behaviour, channels of distribution and payments systems globally, and the impact of digitalisation on the global economy more broadly.

Produktdetails

• Verlag: Taylor & Francis Ltd
• 2 ed
• Seitenzahl: 402
• Erscheinungstermin: 3. Juni 2024
• Englisch
• Abmessung: 175mm x 246mm x 25mm
• Gewicht: 730g
• ISBN-13: 9781032467733
• ISBN-10: 1032467738
• Artikelnr.: 70005301

Autorenporträt

Carl Arthur Solberg is a Professor Emeritus of International Marketing at BI Norwegian Business School. Håvard Huse is Associate Professor in Marketing and Associate Dean of the program in Digital Communications and Marketing at BI Norwegian Business School.

Inhaltsangabe

1. Introduction Part I: Developing Strategic Thrust in a Globalising World
2. International Business Environment: from Local to Global Markets 3. The
Internationalisation Process and Firm Resources 4. Strategy Development in
International Markets Part II: Decisions in International Marketing 5.
Information for International Marketing Decisions 6. Market Selection and
Market Portfolio 7. Operation modes in International Markets 8. Partners in
International Marketing 9. Standardisation and Adaptation of International
Marketing 10. Product Strategies in International Markets 11. Promotion
Decisions in International Markets 12. Pricing Decisions in International
Markets Part III: Planning and Organising the International Marketing
Effort 13. Planning the International Marketing Effort 14. Organising the
International Marketing Effort 15. Epilogue - Concluding Remarks