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International Marketing Compact von Bilgin, F. Zeynep (eBook)

  • Erscheinungsdatum: 24.10.2014
  • Verlag: Linde Verlag Wien Gesellschaft m.b.H.
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International Marketing Compact

International Marketing Compact offers a new perspective in teaching international marketing. The authors address issues in a novel way by bringing in cases from advanced and emerging markets. In this connection they also discuss technological requirements of the 21st century and how these developments necessitate a change in looking at international marketing issues. The individual chapters follow the necessary steps to develop and implement projects successfully in the international market place. The knowledge, which is provided for both students and practitioners, is well balanced in terms of theoretical input and managerial application. This is the result of numerous examples presented in this book not only from Europe, but also from other markets throughout the world. The book is addressed to various student groups: those in a bachelor's program studying business, economics and international trade can well use the book to gain a broad and current perspective on trends in international marketing theory and practice. Those in a master's program for business, economics and international trade can use the book as a guide for building a theoretical background for their term projects and the case studies they analyze. Those at the PhD level in the same or similar disciplines can take a compact look at 21st century international marketing. It is also beneficial for international students, for example, for Erasmus students at European universities, who are building a common international marketing background and perspective that they can take back to their studies at their home universities. o. Univ.-Prof. Dr. Gerhard Wührer ist Professor für Marketing am Institut für Handel, Absatz und Marketing der Johannes Kepler Universität Linz.o. Univ.-Prof. Dr. Gerhard Wührer is Professor and Head of Department of Marketing at the Johannes Kepler University, Linz, Austria. He studied in the fields of management science and technology at the University of Stuttgart, Germany, and received also his doctorate degree there. He was also consultant and marketing researcher at Roland Berger Consultants, Munich, Germany, and became associate professor at the University of Klagenfurt, Austria. International Marketing Compact offers a new perspective in teaching international marketing. The authors address issues in a novel way by bringing in cases from advanced and emerging markets. In this connection they also discuss technological requirements of the 21st century and how these developments necessitate a change in looking at international marketing issues. The individual chapters follow the necessary steps to develop and implement projects successfully in the international market place. The knowledge, which is provided for both students and practitioners, is well balanced in terms of theoretical input and managerial application. This is the result of numerous examples presented in this book not only from Europe, but also from other markets throughout the world. The book is addressed to various student groups: those in a bachelor's program studying business, economics and international trade can well use the book to gain a broad and current perspective on trends in international marketing theory and practice. Those in a master's program for business, economics and international trade can use the book as a guide for building a theoretical background for their term projects and the case studies they analyze. Those at the PhD level in the same or similar disciplines can take a compact look at 21st century international marketing. It is also beneficial for international students, for example, for Erasmus students at European universities, who are building a common international marketing background and perspective that they can take back to their studies at their home universities. Univ.-Prof. Dr. F. Zeynep Bilgin ist Professorin für Marketing an der Marmara Universität Istanbul und Gastprofessorin an der Johannes Kepler Universität Linz, Institut für Handel, Absatz und Marketing.Univ.-Prof. Dr. F. Zeynep Bilgin is professor of marketing and holds a phD from Bogazici University. She worked on her phD thesis in the framework of a DAAD Scholarship at Hamburg University, Germany, became associate professor and full professor at Marmara University, Faculty of Business Administration, Istanbul, and also the Head of Department of Marketing (Eng). At the Johannes Kepler University, Linz, and at the Fachhochschule Joanneum, Graz, she holds blocked seminars on international marketing and international consumer behavior.

Produktinformationen

    Format: ePUB
    Kopierschutz: AdobeDRM
    Seitenzahl: 328
    Erscheinungsdatum: 24.10.2014
    Sprache: Deutsch
    ISBN: 9783709406199
    Verlag: Linde Verlag Wien Gesellschaft m.b.H.
    Größe: 9813 kBytes
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International Marketing Compact

1 Part I: Prospects for Understanding International Marketing Challenges

Table of Contents

1. Developments and Trends in International Marketing

1.1. The Historical Evolution of International Marketing

1.2. The 21st Century Approach - The New Trends and the New Global Focus

2. Policy Making and International Marketing

2.1. Historical Evolution of frameworks: from GATT to WTO and Regional Trade Blocks

2.1.1. GATT and WTO as Paths to International Developments in Trade

2.1.2. Important Regional Developments throughout the World

2.1.2.1. Regional Developments in Europe

2.1.2.2. Regional Developments in North and South America

2.1.2.3. Regional Developments in Asia

2.1.2.4. Regional Developments in the Pacific

2.2. The Freedom of Trade within the 21st Century Approach

2.3. The Challenge of the Regulatory Environment

2.4. The New Policy Making Trends and Marketing Operations

3. Economic Liberalization and Emergence of New Market Structures

3.1. Newly Industrializing Countries NICs as Emerging Markets EMs

3.2. Developed Economies of the World as Advanced Markets (AMs)

3.3. The Effects of the Economic Turbulence of the Early 21st Century on International Marketing

3.3.1. The Shrinking Markets in Developed Economies

3.3.2. The Struggle of EMs with the Crisis Economies

4. Culture and Business Negotiations

4.1. The Effects of Culture in Building Contacts

4.2. The Effects of Culture on Developing Marketing Strategies and Operations

4.2.1. The Elements of Culture affecting International Marketing Operations

4.2.2. Cultural Dimension Models for International Strategies

4.2.3. Visible and Invisible Parts of Culture and Cultural Change

2 When the subject of international marketing comes up, many questions arise. Why do firms focus on other markets even though it is most probably more convenient and less costly to be active only in the domestic market environment? Is a focus on international marketing neglecting a global focus? What about multinational firms: where should we position them? What are the forces behind today's internationalization attempts? In fact, when we try to understand the historical evolution of international marketing, can we also shed light on the 21st century approach of international focus in world markets? And last but not least, how do the various new trends in the internationalization process of firms affect the marketing operations in various markets abroad? This part of the book on international marketing tries to reflect the answers to the questions listed so far. Because without an understanding of the evolution of international marketing, the challenges of international environments and the new trends, it is not easy to obtain a strategic focus on the right market and market entry and on the right operations in the chosen markets.

The right link to the markets abroad would also start with a 'relevant definition' of what international marketing is about International marketing can be seen as 'the profit-oriented business activities of firms in various nations with a close and a continuous follow up of market conditions for an effective flow of goods and services to buyers in these markets' 1 ; 'covering an ever ongoing scanning of the micro and macro environments, systematic marketing planning, strategy formulation, implementation and control in a dynamic and competitive global environment with a focus on customer perspective, network marketing activities and adaptation of marketing mix policies according to local market requirements' 2 . 'This process of planning and undertaking exchange transactions beyond national borders not only means being confronted with macro environmental conditions of the host markets, but al

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