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International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.
This practical text offers the reader insights into:
- The globalisation phenomenon
- Partner relations
- And Strategic positioning in international markets.
This functional study is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.
International Marketing offers a uniquely adaptable strategy framework for firms of all sizes that are looking to internationalise their business, using Carl Arthur Solberg's tried and tested Nine Strategic Windows model.
This practical text offers the reader insights into:
- The globalisation phenomenon
- Partner relations
- And Strategic positioning in international markets.
This functional study is an ideal introduction to international marketing for advanced undergraduates and postgraduates in business and management. It also offers a pragmatic toolkit for managers and marketers that are seeking to expand their business into new territories.
Carl Arthur Solberg is Professor Emeritus of Marketing at BI Norwegian Business School, Norway.Before joining academia, he worked for ten years in industry, as a Consultant at the Export Council of Norway and as a Market Researcher and Strategic Planner in the petrochemical industry in Norway.
Table of Contents
Preface
Acknowledgements
Chapter 1 Introduction
Part I Developing Strategic Thrust in a Globalising World
Chapter 2 International Business Environment- from Local to Global Markets
Chapter 3 The Internationalisation Process and Firm Resources
Chapter 4 Strategy Development in International Markets
Part II Decisions in International Markets
Chapter 5 Information for International Marketing Decisions
Chapter 6 Market Selection and Market Portfolio
Chapter 7 Operation modes in International Markets
Chapter 8 Partners in International Marketing
Chapter 9 Standardisation and Adaption of International Marketing
Chapter 10 Product Strategies in International Markets
Chapter 11 Promotion Decisions in International Markets
Chapter 12 Pricing Decisions in International Marketing
Part III Planning and Organising the International Marketing Effort
Chapter 13 Planning the International Marketing Effort
Chapter 14 Organising the International Marketing Effort
Chapter 15 Epilogue and Concluding Remarks
| Erscheinungsjahr: | 2017 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9781138738058 |
| ISBN-10: | 1138738050 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Solberg, Carl Arthur |
| Hersteller: | Taylor & Francis Ltd |
| Maße: | 238 x 174 x 27 mm |
| Von/Mit: | Carl Arthur Solberg |
| Erscheinungsdatum: | 04.12.2017 |
| Gewicht: | 0,671 kg |
Carl Arthur Solberg is Professor Emeritus of Marketing at BI Norwegian Business School, Norway.Before joining academia, he worked for ten years in industry, as a Consultant at the Export Council of Norway and as a Market Researcher and Strategic Planner in the petrochemical industry in Norway.
Table of Contents
Preface
Acknowledgements
Chapter 1 Introduction
Part I Developing Strategic Thrust in a Globalising World
Chapter 2 International Business Environment- from Local to Global Markets
Chapter 3 The Internationalisation Process and Firm Resources
Chapter 4 Strategy Development in International Markets
Part II Decisions in International Markets
Chapter 5 Information for International Marketing Decisions
Chapter 6 Market Selection and Market Portfolio
Chapter 7 Operation modes in International Markets
Chapter 8 Partners in International Marketing
Chapter 9 Standardisation and Adaption of International Marketing
Chapter 10 Product Strategies in International Markets
Chapter 11 Promotion Decisions in International Markets
Chapter 12 Pricing Decisions in International Marketing
Part III Planning and Organising the International Marketing Effort
Chapter 13 Planning the International Marketing Effort
Chapter 14 Organising the International Marketing Effort
Chapter 15 Epilogue and Concluding Remarks
| Erscheinungsjahr: | 2017 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9781138738058 |
| ISBN-10: | 1138738050 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Solberg, Carl Arthur |
| Hersteller: | Taylor & Francis Ltd |
| Maße: | 238 x 174 x 27 mm |
| Von/Mit: | Carl Arthur Solberg |
| Erscheinungsdatum: | 04.12.2017 |
| Gewicht: | 0,671 kg |
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